What benefits the consumer is choice, not competition. In a free market firms don’t compete as much as simply offer different choices. And while lower price sometimes “win”, lower prices are created by innovation, not a competition with another firm. Often when two firms cooperate to create an innovation they will both profit. Innovations are also readily observable and copyable by others, which benefits everyone, because everyone is getting their needs met at a lower cost.
In non-free markets, in competitive markets, firms use legislation and regulations to prevent others from offering alternative choices in a desire to “crush their competition”. They utilize government force to prevent the utilization of innovations. All this focus on “competition” takes away from the focus on satisfying needs, and removes choices. Consumers are forced to buy products that don’t correctly suit their needs, and at higher prices than necessary, because they don’t have a choice.
Competition is like war. And government is the embodiment of war. It’s about defeating people, being “above” others, and sometimes just flat out killing people. The free market is the opposite. The free market is people cooperating to help each other satisfy their needs. It’s about recognizing others as equal, and that nobody has the right to fulfill their needs through the sacrifice of others needs. That is why free markets are successful. The focus is on helping each other, not destroying each other.