Competition matters. If Coca Cola had reached an exclusive deal with 90+% of all retailers it would probably be subject to investigation. It's the same story

Competition matters. If Coca Cola had reached an exclusive deal with 90+% of all retailers it would probably be subject to investigation. It's the same story for all these anti-trust cases. No single action is inherently prohibited, it's the abuse of a dominant position that makes it problematic. Another way to put it: the EU wants a competitive market, not a "free" one. It won't be waiting for an invisible hand to somewhat magically balance things.