Consumer choice in my vocabulary means that I can buy the same thing from different companies, so I, and other consumers, have the ability to “vote with our wallet”. I don’t care how many different colours you offer your thing, I care whether you are abusing a monopolistic market and if you hike prices I am able to buy from people who don’t.
Consumer choice was dead before the pandemic, and it wasn’t COVID that killed it, but unchecked mergers and acquisitions, and the US’ refusal to enforce basic antitrust law, twisting and breaking global markets.