Why are perfect competition market outcomes desirable from an economic standpoint? O When companies compete with one another, they lower their price below their average total cost and thus benefit consumers. O When companies compete with one another, they ignore marginal costs but focus on improving the quality of their products to attract customers away from their business rivals. O The equilibrium in competitive markets is efficient, because the price is equal to the average willingness to pay of all consumers. O The equilibrium in competitive markets maximizes total surplus and thus generates an efficient outcome