Competition doesn't have to be merit based. My view on competition rules is that it should prevent winners, period. If there is a company so good that they can effectively monopolize a market based on merit alone, they should still be punished. How is that advocating for merit?
Monopolies form for other reasons than 'because they are so good', and without exception, monopolies go on to produce less-good products over time while simultaneously preventing better products from entering the market.
So in practice, rules against monopoly are fully consistent with merit-based ideals.