There is a common trope among capitalist apologists, and especially among right-libertarians who imagine that capitalism could somehow survive and indeed thrive in the absence of the state:

Capitalists want to earn profits. Humble and honest, these simple folks want to sell their wares and provide services in mutually beneficial exchanges. Surely, in a truly free market, none of them would ever intentionally harm their customers, because this would reduce their number of customers, scare away new customers, and harm their reputation. In True Capitalism©️™️ , this couldn’t happen.

This is, of course, silly nonsense.

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