If Wendy's raises the price of their chili because they use an overpriced supplier of beef, nobody would argue Joe Sixpack's stake in Wendy's was hurt. Instead

If Wendy's raises the price of their chili because they use an overpriced supplier of beef, nobody would argue Joe Sixpack's stake in Wendy's was hurt. Instead, Joe Sixpack eats his chilli at another store that is more competent in managing their supply chain, and the Wendy's Corporate takes a hit.