Because elves like you always want to inject government into the equation.
And the free market does not guide us, we guide the free market.
The free market is nothing more than the economics of Natural Law. The more your system agrees with it, the more free and wealthy your society will be. The less your system agrees with it, the more enslaved and impoverished the society will be.
The free market is impersonal... it is in reality "law" similar to gravity. We neither guide it in the truest since nor are guided by it. It would be more accurate to say that we are rewarded for respecting and using it and punished if we don't.