That's a good point. It's easy to get lost in abstract theoretical arguments, but ultimately we're talking about individual actors.
There's no particular reason that someone enjoying a natural monopoly couldn't also be driven to provide high quality products, without charging as much as the market will bear.
What free choice does is nudge the individual back toward pleasing the customer.
The reason we don't like monopolies is not the monopoly but rather the abuse of the position. That's my theory at least.
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