That is up to a fair, well governed, market to decide that.
And before you say something along the lines of: "Well, the market want McDonalds food and snort themselves to death in cocaine" - let's just stop it there and think, in silence, about what a fair market is.
Try pondering on the opposite for a bit: a market where the people with the biggest guns can coerce others to give up valuables. Where participants are actively left to die because the governing body only allow a single person to treat ill people. Etc.
When we have a grasp of an unfair malgoverned market, then we can think about what a fair we'll governed market is.
