That's one of the points in favor of capitalism. Most people are not innately good (even "normal" people). The goal of capitalism in theory is to cajole them into acting good by linking helping a customer with monetary benefits.
This sounds like goal post moving. Not much different from the people that say "We've just not tried the right kind of communism yet, I'm sure it will work next time".
Real world behaviors and markets are far more complex than a dogmatic market ideology.