Of course it is reductive, but I do think some businesses pursue mostly non-zero sum games. Their gain does not come at my expense. There are yet others which

Of course it is reductive, but I do think some businesses pursue mostly non-zero sum games. Their gain does not come at my expense. There are yet others which have "mined out" all the non-zero sum games in their industry (or choose not to pursue them), and so instead play zero-sum games. In these games, their gains come at the expense of their customers, the public or the environment. These tend to be monopolies because there is no recourse. In categorizing some of these businesses as hostile actors, I am suggesting that they are predominantly playing zero-sum games. To cite some examples of businesses not playing zero-sum games, I need not look further than the small businesses in my local town. Hopefully this provides a more nuanced answer you were rightfully asking about.