They do care if you “abuse” the return/support features.
Walmart accepts returns basically without question; if 89% of their orders were agents and eventually returned they’d change something.
Overall though I think the “abuse” is a good thing as it eliminates pricing arbitrage that the airline is doing and forces them to change their business model and compete somewhere else or in a different manner. We shouldn’t enshrine business models without an extremely good reason.
So what matters most of all is getting good laws in place and not relying on company policies aligning naturally with the people.