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You might read "pure market" as "self-interest seeking", as opposed to some entity acting as a regulator in the public interest.

In the case of a brick-and-mortar store, part of what the retailer is paying is for a physical retail location, which you might think of as access to a specific cohort of local traffic (foot, vehicle), and customers, in the sense of patronage of a retail establishment by custom (https://www.etymonline.com/word/customer).

Since that is a finite set, and there are often (though not always) competing retailers, practices which alienate customers tend to be counterproductive.

I was actually thinking of the local B&M hardware store where the staff know their products, and customers, and I've been making a series of (to date, satisfactory) LED bulb purchases whilst writing my earlier comment. What is ultimately carried is a function of the store's specific traffic, the parent corporation, and other arrangements (there are periodic government and utility incentives for low-energy bulbs), but the local staff and management have some agency.

Existential Comics' "Freedom Monster" thought experiment is worth consideration:

http://existentialcomics.com/comic/259




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