this provision is a market failure. As such, like transportation and armies and education, the service is best provided - on a micro level - in something other than a free market model.
Or, that the free market might possibly work well, but there is something else causing a market failure.
Market failures can be viewed as scenarios where individuals' pursuit of pure self-interest leads to results that are not efficient – that can be improved upon from the societal point-of-view.
Or, that the free market might possibly work well, but there is something else causing a market failure.