I think this happens a decent amount in healthcare with startups trying to sell to health systems. Startups fight for 12-18 months to get a pilot, but hospitals

I think this happens a decent amount in healthcare with startups trying to sell to health systems. Startups fight for 12-18 months to get a pilot, but hospitals / health systems don't want to partner with the startup on terms the startup would like. Unfortunately, these terms aren't unveiled until after a pilot, when a hospital has had a chance to see whether the startups product is useful. The Big Client has all the advantage, and is interested in disintermediating the startup to gain more access to data, patients or physicians. The startup has bet it all on this deal, and ended up with a Sophie's choice of giving up the golden egg or staring from square one