3. The firm that makes a “better” can opener or typewriter or lipstick can make millions 4. Even economists know that this model does not work perfectly in the private sector. Sometimes there are too few sellers. They collude, overtly or tacitly. They may make profits jointly but the consumer loses. Antitrust laws and utility regulation exist to protect consumers against monopoly and oligopoly, but nobody really believes these laws and regulations work very effectively.