Sure the consumer won't consume 10x more, but they're still going to reach for the better products. And let's say that work is correlated with quality. Company

Sure the consumer won't consume 10x more, but they're still going to reach for the better products. And let's say that work is correlated with quality. Company A wants to spend 10x less time working, while Company B works 10x more. Company B therefore has a better product than Company A, so eventually Company A goes away. The consumer still consumed the same amount, but they switched to the better product.