Markets have been widely discussed and examined by the general public, politicians, economists, lawyers and regulators as well as competition authorities in many countries. Given the direct effect of well- or malfunctioning markets on consumers’ expenses, there is a broad debate about which measures should be implemented. Politicians, in particular, strongly favour increasing the competitiveness of markets, because they hope that in doing so this would lead to lower product or service prices which result in increased approval by the electorate. Comprehensive examination and broad interest on the issue has resulted in numerous proposals on how to stimulate competition in markets, lower prices, increase consumer welfare and maximize economic welfare as a whole.