Don't companies participating in hyper-competition only compete for the best products/services/etc. in the eyes of their customers? I mean, companies only get m

Don't companies participating in hyper-competition only compete for the best products/services/etc. in the eyes of their customers? I mean, companies only get money (investments) if there is promise or results that their product can make money (sales) in a ratio beneficial to the investors. So doesn't everyone win in this case? Not accounting for practices that can arise out of monopolistic tendencies of companies like Amazon or something -- but even then, if competition always exists, isn't the onus on the company to provide the best product for the consumer?