The GOP (at least, as it was rising to dominate American politics) defined its ideals as pro-market policies that promote competition and efficiency. Yet increasingly, the party - as conservative columnist Bruce Bartlett says of George Bush in his book, Impostor - is "incapable of telling the difference between being pro-business and being for the free market." It favors specific competitors rather than favoring competition.
Free markets aren't pro-business - they don't favor incumbent companies if upstarts do the job better. Competition is good wherever it comes from - even the government - so long as it lowers social costs and increases wealth. And efficiency is good regardless of who it might hurt; it is especially good if it hurts those who feed off inefficiency.