Someone close to me related the story of when they almost put one of their products in Wal-Mart's stores in Canada about 2 decades ago. One big showstopper was that they were asking for the quality to be reduced so that the price could be lower. The vendor I know refused, saying that their product lasts a long time and they are proud of it and they wouldn't sign unless that stipulation was removed. A few months later the head of Wal-Mart Canada visited the vendor and asked when they were going to close the deal and he was shocked when the vendor said they wouldn't sign unless that provision was changed! He wasn't used to hearing no from potential vendors! The deal never happened and to this day the vendor is really glad they didn't go down that road.