Is it creativity or control of the market?

After reading this ariticle, it make me wonder how our capitalistic society has grown from a collaboration to a "win at all costs" sort of mentality. I believe in the Free Enteprise system, but this system needs moral and ethical choices to be made. Crushing the competition means that you can't or won't innovate for your customers. With Free and Open Source Software (FOSS) you, as the customer, no longer are "locked in" to a vendors decisions, but you hold the cards. Control means you limit the amount of creativity that can be done with your product and service, but if you're creative you outdo your competition.