Not necessarily, depending on all kinds of market factors, e.g. like stickyness of the transaction: how lazy would consumers be about changing out a fridge pro

Not necessarily, depending on all kinds of market factors, e.g. like stickyness of the transaction: how lazy would consumers be about changing out a fridge provider with poor service, or locking in the consumers with time boxed commitments. The slower and more inconvenient the transaction, the more the provider can wedge in rentier profits, and the poorer the market will respond.