I note the new name here, it does not sticks in my mind, I am not sure how much it is really used, change announced by Cory Doctorow here https://pluralistic.net/2021/11/09/skrota-skolplattformen/ it is somehow milder, competitive vs adversarial, milder in e neoliberal sense, markets are competitive, feudal lords are adversarial but still, the feudal lord metaphor would probably be more apt