Unlike USSR they simply do it on shorter timescales, too, and with better customer feedback. Something Cybersyn actually targeted, as it's closer to Toyota Production System (as much done at lowest level in small decision loops) than centrally managed GOSPLAN or large american FMCG giants
I was wondering the same after PRW lol. Recently I had the chance to ask a friend of mine who worked in Google Infra (years ago) if they had ever tried to 'liberalize' their infrastructure planning; something like having internal business units bid on space, power, and compute instead of distributing it top-down. He said that yes, this was actually something like their original operating model, and the outcome was that YouTube basically bought up every piece of hardware in the company and then leased them out to other verticals at a profit.
There are a few small examples that come to mind (co-ops and communes mostly), but I can’t think of any that have been successful at scale. Running an internal market would be almost pure overhead, so if it worked it would really have to be efficient to be worthwhile.