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The high demand in China and other Asian countries are the reason for the poaching. The fact there isn't much accountability by the governments of these countries (and for a while there was no accountability by any of the African governments until people really started pressing them and population numbers continue to decline) is all more the reason.
People in East Asia were paying a premium for Rhino horns and elephant tusks because of crazy beliefs about it prolonging life and such. So yes I consider that the free market because for years the issue was being neglected and ignored. The poachers were making good money from Chinese importers.