It's important to understand the "efficiency" here, though. Companies that operate ethically and provide actual value to customers are not usually at the peak of efficiency. A farmer from your example might be only breaking even because he farms sustainably, making sure not to diminish the fertility of the soil. A more efficient buyer would instead extract all the value from the soil and then sell it off as construction ground.

Similarly, in the realm of Internet businesses, a business that employs massive tracking, shady advertisement and plethora of dishonest and anticonsumer practices will be more efficient at exploiting the market than the one which does not.

Which is to say, peak market efficiency is not always something good to have.