I think this ignores the complexity cost on the consumer. If every product has a different set of rules, the consumer will not be able to know them or follow them. This is already a big problem with long and unique EULAs for software. This is a market failure due to an inherent information asymmetry between supplier and consumer, favoring the supplier. A similar effect is present in the healthcare industry. It harms consumers and makes the market less efficient. It makes sense to regulate against this effect for that reason. Standardization efforts have yielded a great deal of value for society.