The free market can sort something like this out, but it requires some things to work. There need to be competitors offering similar products, people need to have the ability to switch to using those competitors, and they need to be able to get information about the strengths and weaknesses of the different offerings (so they can know their current vendor has a problem and that another vendor doesn't have that problem). The free market isn't magic, but neither are business regulations. Both have failure modes you have to guard against.