It is because there are big incentives to make money in the current economy we live it, competition like this can benefit a market participant, and that is how

It is because there are big incentives to make money in the current economy we live it, competition like this can benefit a market participant, and that is how the reward system works (monetarily/money-as-a-meta-resource and culturally (money as status symbol and means to exist)) until there is a legal precedent to prevent such behavior.