Yeah I don't really buy the consumer welfare framing. Or maybe I do buy it for existing anti trust regulation. But I don't buy that it is the only thing we (as a society) should be looking at when considering regulation of companies. This isn't novel, we regulate other externalities even when the regulations themselves harm consumers in the direct sense. For instance, more environmental regulations result in higher prices. But they are often good for other reasons, like not poisoning drinking water. We just don't use anti trust regulation to do this.

Basically I just don't see anti trust regulation as being the best way to target the diverse set of issues society sees with the big tech companies of the moment.