It's desirable on the way there, as costs get pushed down as disruptions happen. The problem is that once one company controls most of the market, their incenti

It's desirable on the way there, as costs get pushed down as disruptions happen. The problem is that once one company controls most of the market, their incentives change. It starts to make the most economic sense for them to lobby for anti-competitive policies (often under the guise of regulations) that increase the costs to upstarts (as they can't stay as lean with increased compliance). It's here that the benefits of a free market start to disappear, not because of the free market system, but because the winner in the freer market has a strong incentive to make the market less free, and has the money to lobby for it.