Hi, Trevor,
Part of the free market includes reviews, commentaries, case studies, investigative reports, and the like. For example, if someone publishes a book, the free market includes people who write and publish book reviews about the book. The review component is a secondary free market that adds value to the first free market. The magazine Consumer Reportsis another example. So, you are correct that the market will decide. It will decide with the help of the free press that describes and evaluates what the free market has to offer.
Jeffrey