Let's start with a simple case of one buyer and one seller. A fair price would be a price that both agree to, with the consent of each party establishing the lim¬its of what the other can expect. In a competitive market, both buyer and seller are protected by the availability of other buyers and sellers who move the price towards an equilibrium that seems fair to both sides. A seller cannot raise the price too high if there are competitors willing to sell lower, and the buyer can't drive the price too low if there are other buyers willing to pay a higher price.ethics.