Yes, that is 100% true and I agree with you, as would most competent economists - but that system moves the direct payments from the corporations to the consumers, and the corporations don't actually want the consumer to decide what to do with the cash because there's a chance they'll spend it at some other business, and they can't be having consumers making their own independents choices about what to buy because they believe people are dumb and irresponsible (they're not wrong) and therefore shouldn't have the right to decide for themselves what to do with their own money (which is where these corporations steer themselves right onto Wrong St).