Agreed, except in the current economy they would always go with the highest pricing they can get away with. Capitalism promised “efficiency” with regard to use of resources by always throwing a market mechanism at a problem and assuming the best. In reality, companies realized they could profit a lot more if rules were written in their favour and buying lobbyists/politicians was a bargain. So what “the markets” found was a way to maximise externalities to keep as much profit for themselves as they could (like always). And sadly this obsession for growth and wealth will lead to so much suffering due to all those externalities, especially related to the acceleration the stable climate breakdown.