And here is where I disagree completely. What completely free market system can you speak to that has NOT tried to take advantage of consumers? Do you suppose that if left completely unregulated, companies would 'do the right thing'? If you think so, you are living in a Utopian fantasy land, and fortunately for us rational folk, your idea of a completely free market will never come true.
re: 'rational folk' - please do not take that as slanderous. I am simply stating that it is not a rational idea to think a Utopian economy is feasible.
I'll try to answer your questions.
Taking advantage of people happens when you force their decisions on them. That's the business model of a monopolistic coercive government. Are YOU incapable of discerning value in the products you like? I bet you are a good shopper that makes intelligent choices that suit YOUR wishes.
In a free market CHOICE expands, in an unfree market it contracts doesn't it? Presented with choices of who you will get your services from, provides the proper feedback for the service provider to be diligent or they risk losing THEIR business to a competitor that better satisfies customers.
Unregulated markets don't operate in a one sided equation. In an unrestricted market, the potential service providers are many , and the potential customers are many also.
In order to prosper, a smart business person gives value, or the customer will go elsewhere. Again, in an unfree (coercive government regulated) market that doesn't happen does it?
I believe that the need for paying customers in the face of competition is incentive for companies to "do the right thing" . Doesn't reputation matter? Of course it does, IF there are options for customers to go to...
Utopian fantasy? No, most of us live in a world where our decisions are restricted, EVEN when they don't impact others. Embracing that seems a little nonsensical and anti-freedom.
Is it utopian to deal with people on a consensual basis, absent force? You think that's impossible? Where do you buy your clothes? Your food? Don't those service providers have to satisfy you or risk losing you to a competitor?
A consensual economy is not only "not UTOPIAN" , (as in unattainable or undesirable) it is the most morally just and benefits consumers the best.