They capture more consumer surplus so the better they are at their job the worse off you are as a consumer. Where the market price is close to the marginal util

They capture more consumer surplus so the better they are at their job the worse off you are as a consumer. Where the market price is close to the marginal utility it barely matters if the company survived to continue to provide the product or service. In my view what makes a product like the new Edison Motors EV Semis revolutionary is not the technology but saying no to more money and leaving consumer surplus on the table for the benefit of their customers. It’s hard to say no to more money.