Yeah, but even then, that's kinda the point of market self-regulation. They lose customers, and they either eliminate the fee (and move it somewhere less noticeable) to get them back or just soldier on with fewer customers paying slightly more than they were. The market isn't instantly self-adjusting, and if they've overdone it, they'll need to re-adjust. That's the entire point of the feedbacks that exist in the market, though, and the argument is that messing with these via regulation distorts the outcomes.