In the digital economy, quality is increasingly becoming the predominant variable of competition. Markets are expected to seek out that state of affairs in which product quality rather than efficiency is maximized. But an effective conceptual resolution of what constitutes product quality is more complex and elusive than previously thought, and there has been a widespread repudiation of the notion that dominant online platforms can be held accountable for failing to deliver something that a single descriptive standard would command them to produce. Furthermore, microeconomic theory provides little guidance for evaluating how adjustments in the level of competition in a market have a bearing on product quality. This chapter suggests that claims relating to product quality can best be resolved by underscoring loyalty. Product quality, viewed from this perspective, provides a framework for assessing the behavior of digital platforms while at the same time legitimizing the manner in which zero-price markets operate. The issue is most prominent with regard to search engine rankings, privacy, and the sale of goods in online marketplaces.