Derived From: FTC Staff Report 2007 p 120: The antitrust laws are grounded in the principle that competition - "that state of
affairs in which output is maximized, price is minimized, and consumers are entitled to
make their own choices"582 - serves to protect consumer welfare. This persistent focus
on the consumer ensures that enforcement resources are directed at protecting consumers
through the competitive process, not at protecting individual market players.
Vigorous competition on the merits by a single firm, such as the charging by such
firm of a price that may be higher than would occur in a market with more competitors,
does not by itself constitute anticompetitive conduct. As the Supreme Court noted
recently in the Trinko583 case, the charging of monopoly prices by a lawful monopolist by
itself "is not only not unlawful; it is an important element of the free market system."584
Thus, the antitrust laws do "not give judges carte blanche to insist that a monopolist alter
its way of doing business whenever some other approach might yield greater
competition."585 Empirical evidence and our enforcement experience confirm that
competition itself can force changes on a market and erode monopoly profits. Indeed, it
is the purpose of the antitrust laws to protect that competitive process.
Conduct that has the potential to be both anticompetitive and harmful to
consumers, under certain conditions, and procompetitive and capable of improving
efficiency, under other conditions, is analyzed under the "rule of reason" to determine the
net effect of such conduct on consumer welfare.586 In contrast, conduct that is always or
almost always harmful to consumers - such as collusion among horizontal competitors -
generally is deemed per se illegal under the antitrust laws.587 As discussed in the
following section, these principles apply to Internet-related markets in the same manner
as they do to other markets in our economy.