Competition policy in the EU and UK is in the process of a significant reconfiguration. Its key postulates, methodologies, and normative goals are being subject to intense discussion and revision. The emergence of sui generis ‘new competition tools’ in the area of digital markets—EU Digital Markets Act and UK Digital Markets, Competition and Consumers (bill)—epitomises this trend. The purpose of this Article is to attempt to provide legal theoretical foundations for the new subfield of competition law and policy by systematising and conceptualising these trends into the framework of socio-legal scholarship.