I know this sounds right to you and many people, but it's very flawed. The idea that everything will be fine if consumers in a free market use their purchasing power wisely and ethically is cant. A particularly ugly side of it is the tipping culture in the US, where Joe public gets to decide on how much waiting staff get paid according to their personal assessment of how good their waiting was. It's a fig-leaf over the society's love of controlling, criticizing and ordering others what to do.