But people are not interchangeable "rational actors." They make decisions based on tribal loyalty. They'll take economic hits to promote their family, friends, ethnicity, religion, nationality, values, beliefs, concepts of honor, and to block or hinder their tribal opponents.
People are not automatons, doing cost benefit analyses upon every human interaction, calculating only the profits and losses and nothing else.
The "free market," such as it is, is messy, irrational, and unpredictable. And yes, at times it can even be inefficient, unfair and immoral.
Henceforth, it should always be referred to as the "democratic market", people voting with their money and their feet. Putty-brained Demonrat emotion is 100% controlled by language.