Article 101 TFEU is the main addressee to apply collusive collective dominance. Article 101 TFEU prohibits all agreements between firms, decision by associations of firms and concerted practices, which have as their object or effect the prevention, restriction or distortion of competition within the internal market. The definition of Article 101 TFEU excludes all agreements between firms, which result in collusive prevention, restriction or distortion of competition. The justification to exclude agreements between firms and consumers under Article 101 TFEU is based on the assumption of rational consumers who do not sign agreements that result in collusive prevention, restriction or distortion of competition. The present paper will question this assumption under Article 101 TFEU by showing a collusive collective dominant equilibrium based on contractual vertical restraints between firms and consumers. The result reveals a gap in law enforcement under Article 101 TFEU and recommends an extension of Article 101 TFEU regarding agreements between firms and consumers to cover anticompetitive effects of the whole vertical chain.