The market can fail to deliver good outcomes when all of the buyers' "want-to-want" and "want" are misaligned in a consistent way.

If you have a thing everyone "wants to want" (e.g. operating efficiency of appliances) but no one actually "wants" (they buy whatever has the lowest purchase cost) then the market will fail to deliver.

There won't be options that align what users "want to want" and what they "want" so the options will get more and more aligned to simply what they "want".

Companies that want to compete to deliver the "want to want" can't, so they're pulled towards catering to the "want" or going out of business.

"Want to want" is often longer term," want" is often hyper short term satisfaction.

But if the government sets a regulation that sets a floor for all providers to align the "want to want" it can fix the market failure.

Now competition works and everyone competes to give the thing that aligns the "want and want" to "want" best.

For example, ban plastic straws and now there's rigorous competition to provide a cheap straw that is durable and cheap but also compostable.