It would be more analogous to hft if

1. Platforms could detect they're sellng the same piece of good and automatically sort by price

2. There's no material difference between vendors other than pricing and offering, e.g. in customer service

3. vicious anti-competitive behaviour like those illustrated here are heavily regulated

When all these are true the vendors that survive would be ones that offer the best price among those who offer goods of the same level of crappiness.