This is the perfect illustration of how consumers are at the very tail end of the market. So many decisions have been made before consumers "vote with their dollars/feet" that they usually have little "choice." I put choice in quotes because big companies hate consumer choice and it is why they will always prefer to do business with a sigle entity that makes decisions on behalf of the consumer. For instance, the monopoly beverage contracts that every restaurant has with Coke or Pepsi. As a consumer, you don't really have a choice in what to drink at a (fast food) restaurant, as that decision has already been made for you.