Trade is how we all survive. As self sufficient as we can try to be / or not we all trade what we have for what we need or wont. So we negotiate. On a much broader level large enterprises have values as to how they do business. Ok . . . I've probably dulled you all out by now. So . . . darn . . . way loaded question. . . Do you shoot for the maximum today and screw everyone to your advantage? Or do you be "fair" to your customer? To put this into context I'm re-reading things I've saved over the years on "Game Theory" . . . and there is a major branch called "Rabin's fairness model".