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Then comes the third entrepreneur
May i present you the idea of “cartel”?
And the two established businesses just artificially lower their prices to keep out the competition, forcing the third to stop trying to compete.
Diluting their milk with sewage.
or paying their workers even less
“its a gig! you make milk for a few hours to get some more money! grindset!!!”
fun fact, Marx actually summed up the whole gig economy in Das Kapital