While ultimately responsible for interfering with the free market, the government limits the freedom that an individual has to choose. Through specialization, organization, and efficiency (for example, technological improvements), the necessities and choices available to the public are restricted and less diverse than ultimately possible. The Friedmans argue that in order to preserve a free society, freedom itself must be "limited and kept from becoming a threat to [itself]" (Friedman, 1980: 29). Paradoxically, our "free" market thrives because an individual's freedom to choose is controlled.
Limiting options is not the only capacity that hinders freedom. The Friedmans raise an interesting definition that has changed in recent decades: "Everyone should have the same level of living or of income, should finish the race at the same time. Equality of outcome is in clear conflict with liberty" (Friedman, 1980: 128). While this idea is most commonly applied to persons, it can also be applied to a consumer's relationship with the final product. Available necessities for similar uses come in a wide range of prices, colors, etc. What draws a consumer to choose is usually the advertising, hearsay, or some promise of distinction. Physical and mental characteristics reduce the equality of outcome.
Research and ideas offered in Clifford Geertz's "The Bazaar Economy: Information and Search in Peasant Marketing" are correlated with the Friedmans" views on the information exchange and voluntary clientship being positive and necessary determinants in any market place. Geertz goes as far as arguing that limited information, along with preferences and options, are filtered such that it is nearly impossible to maximize utility (and arguably happiness) if one of these factors is obstructed. The search for information in the Sefrou, Morocco bazaar is perhaps the most evident barrier. The lack of technology and of innovation, the limited variety of crafts offered by scores of sellers, and the inefficiency of the bazaar economy (versus a free market economy) all intensify competition between merchants.
