Yes, exactly - informed consumers are one of the requirements for a free market. Agents cannot act rationally when information is obscured.
In this case, the information is technically available but obscured such that consumers cannot make educated purchasing decisions without expending an irrational amount of time... thereby reducing supply-side competition.
In this case, the information is technically available but obscured such that consumers cannot make educated purchasing decisions without expending an irrational amount of time... thereby reducing supply-side competition.