That argument is often used in bad faith/FUD by the big players themselves to halt any regulation attempts. Regulations can be adapted to affect only the compa

That argument is often used in bad faith/FUD by the big players themselves to halt any regulation attempts. Regulations can be adapted to affect only the companies that reach X percentage in sales or in market share. The EU's Digital Markets Act does precisely this, for instance. The regulators can let smaller players grow and thrive, and regulate them once they've exceeded a certain threshold.