Regulatory pressure
The only thing that can keep unbridled capitalism in check, eh Ma ?
Capitalism has its good side, no argument there. But capitalism is the golden path to monopoly, and that is where somebody with some muscle needs to step in.
Money is all good and well, and everybody wants some, no argument there, but those who have too much soon fall to the Dark Side of considering they're the only ones who have the right to have some, and everyone else should be paying them for the privilege of using their someone-else's-server that falls over at random intervals.
The good old make-something-that-works-and-they-will-come is eternally replaced by make-something-you-can-lock-them-into.
That's where regulatory pressure needs to be applied.
Preferably with a SWAT team and some think time in a private cell.