Neither too big nor too small must be the guiding principle and will save a lot of wringing hands when faced with the down sides of the too big and the too small. As famously said, ther should be moderation in everything including moderation itself. Big means fewer players, fierce fight for market share and huge ad spends push up costs of the product, negating economy of scale. Small is typified by advantages of decentralization,lesser concentration, more even distribution of income/ wealth but with scope for adulteration and cutting corners. It is analogous to the dilemma how much of individual freedom is right and to what extent it should it be subjected to wholesomeness of the larger society.