The market is being unfairly defined based on how things worked decades ago instead of looking at the modern landscape. Tech evolved rapidly and the way things worked decades ago may not be optimal for the end user as things change.
The existence of competition doesn't always make things better. For example forcing middlemen to exist so that there is competition can lead to a worse situation than without middlemen. Direct to consumer is unfair leverage to middlemen, but it can be better for consumers.