Just a heads up, since no company is pro-consumer, and I assume you know what it is to be pro-consumer, if you started a truly pro-consumer business, you would put all the others out of business.
Just think about that.
Ironically, a large part of Amazon's rise was on the back of their very pro-consumer policies. Not many companies would tolerate large scale GPU return fraud (among other items) for those many years for example.
That's a very simplistic take because it assumes full transparency for all consumers - all while advertising, one of the biggest industries in our society, explicitly allows companies to turn the money they make from consumer-hostile behavior into additional reach, and even worse: all while large companies and VCs keep buying up pro-consumer businesses and enshittifying them.