But what happens when there are three ice-cream sellers?
If I walk all the way down the beach 3m further to get to a nicer looking icecream shop is nothing. Indeed I think I'd look at the price of the icecreams first, then the ones people are leaving with and make a cost analysis, then probably choose the one selling pistachio flavoured icecream.
Metres, not "mi" miles.
That said, the difference between a third ice cream cart and a 30th ice cream cart in the area is great. But then, the market should correct itself so that the optimal number of ice cream sellers are available.