Unironically, they know it, and it s generally true. However the megacapitalists of today are bona fide rent seekers and will always raise rents to usury levels. Take for example Uber: mega capital subsidises prices for a service that trains people rent cars and get food delivered. The business loses money but they keep piling up capital on it in order to change behavioral patterns. And when they (believe they) have done that, they start raising prices to unaffordable levels. Something similar, and worse, is happening with housing (airbnb, wework/ welive etc). They will eventually all become dependence relations .

The only way to fight this is to open up housing rules , allow new methods of construction and make housing dirt cheap, so that it has super low profit margins