Model competition means that users have multiple options to chose from, so if it turns out one of the models has biases baked in they can switch to another.
Which incentivizes the model vendors not to mess with the models in ways that might lose them customers.
I don't think anyone considers biases more important than, say, convenience. The model that only suggests Coca–Cola brands will win over the one that's ten times slower because it runs on your computer.
Which incentivizes the model vendors not to mess with the models in ways that might lose them customers.