What is covered is that they're making the best decision for themselves
What does that even mean semantically, if the utility buyers assign to things is projected onto them by the suppliers?
Lets imagine ants. As a colony they gather the closest richest food source they can find.
Suppose a supplier puts out some food. The ants discover it and start harvesting it.
Then a competitor 'opens shop'; he's a bit closer, and his foods a bit richer. The ants discover it, and gradually they shift to the new source of food.
That's "capitalism" in the sense that the ants are collectively making the best decision for themselves. They've preferred the new source because its better utility. They harvest more energy and spend less energy doing it.
So far so good.
Then the first supplier wants to get the ants back. He could move even closer, or make his food even richer. He could clear route to his cache of predators... he could do any number of things to compete, to become the ants 'preferred choice'.
But he doesn't. He just goes and paints a strong pheromone trail to his cache. This literally overrides the ants decision making process, and they follow the new strong trail.
Are they making the best decision for themselves?
That's what sophisticated advertising is... it literally short circuits and reprograms our decision making processes to change how we value something.
Its a continuum of course... every external stimulus impacts us in some way, and I'm not suggesting we must block everything that influences us, so don't throw that straw man up.
But modern adverting is reaching levels of sophistication that are a whole different ballgame from more mundane examples of things that influence us.