That works fine on a consumer level. Most products have competitors. But B2B customers have far less leeway. John Deere is a great example: they have (virtually

That works fine on a consumer level. Most products have competitors. But B2B customers have far less leeway. John Deere is a great example: they have (virtually) a monopoly on the farming business. As a result, farmers cannot purchase a competitors tractors / equipment. They either don't exist or require too many compromises, which ultimately impact profits. In the case of modern farming, "not buying John Deere" is the equivalent of going out of business.