When governments and regulatory authorities think abuses are being perpetrated then they step in. Whether that is in terms of pricing, market dominance or anything else that is using dominance or hints of a market working as one, then an investigation is never far away.

In the case of Europe, it has been suggested that they take an active line on US tech firms - see Amazon and Google as examples.

Media coverage raises the profile of the potential issues still further and can help bring it to the attention of authorities. The more the media makes an issue of it, the more authorities feel under an obligation to at least consider the matter.

For any organisation, risk and reputation needs to be part of any risk analysis.