This hits the nail on the head. The issue is that the system is shitty - the entities within the system practically have to act shitty, otherwise the other one

This hits the nail on the head. The issue is that the system is shitty - the entities within the system practically have to act shitty, otherwise the other one that does goes ahead and takes the profit. Doing the right thing is often not just orthogonal to business, but is actually hurting it directly. So not only is there no incentive to do the right thing, there's direct incentive to do the opposite.