The key strength of a free-market seems to be that it assumes people will act in their own self interest and it creates a space where we can a get a roughly ‘win-win’ situation. That while you act in your self interest both you and the community are rewarded. So starting a bakery would give you a financial reward and others baked goods at a competitive price. Assuming that changing the system will force people to stop acting in their self interest seems to be how alternatives go wrong.