Hmm, I think I do agree with you that it would be true, but in my estimation it does shift the meaning. I was thinking of how Apple is known to specify extremely rigorous quality standards on cutting edge technology and really push its suppliers to advance their craft. Whereas Walmart I would associate more with outright penny-pinching.

I'm thinking about the different ways to structure a business to achieve a quality product. Is there a good example of a company that produces, in-house, an entire non-trivial (i.e. there are some systems to be integrated) product?