Give an equal alternative to Google or cloudflare? If I can't get a comparable product from someone else whose views align more with my own, than I can't exactly "vote" with my wallet can I? They are essentially "running" unopposed.
It's also very convenient that the voting system is "whoever can spend the most money wins" when we're dealing with corporations who have more money than entire nations. We need something a lot better than "deposit cash to cast vote" when it comes to choosing who controls what we're allowed to see and hear.