In the drinks example I gave nothing stops a company creating new drinks but it would be investigated and stopped regardless. Not because drinks aren't finite but because of the size and brand of the drinks they make. Fanta, Coke, Pepsi, Sprite, 7UP, etc all owned by them. You can't expect to just set up a new beverage company and hope to compete. just as a new game studio set up every other week no matter how many weeks pass are unlikely to compete with CoD. Regulators don't look at whether there is finite resources, they look at what it means for competition and how likely or easy it is for that IP/brand to be replaced. How much market power it has.