The consumers want one thing -- competition. Competition happens when government stays away from the market.
Actually, I think you will find that consumers just want a good product - not competition per se.
Competition itself is rather unattractive as it wastes resources that might be better utilized through cooperation and also has the nasty consequence of creating losers for all the winners that it creates.
A further problem is that the effectiveness of propaganda techniques used in advertising means that it is more profitable to invest in deceptive marketing and appearance than in the quality of a product.