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Because a Free Market system adheres the most closely to the rule of Supply and Demand. In this case, demand is created by consumers desire for goods and services, and supply is created by businesses that provide goods and services. Not all consumers desire the same goods and services, however; because consumers want different things, different manufacturers supply them. In a Free and Level Market, the widest variety goods and services at the cheapest cost is available. Contrast this with restricted markets, where fiat by government, or collusion by business, reduces choice and increases cost.
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