About as apple and oranges as you can get. First, as I did post, if both parties agree there is no government intervention for that, as both are gaining by the contract. But in addition, Coke isn't in the position to make a demand, they are vying with Pepsi to be seen/used by a client. The Client (Dish as the correlative) holds the cards in your scenario. Coke would simply be negotiating if we pay X we want y. The client if they did not like that could go to Pepsi, Dr. Pepper, whoever and see if they can get a better deal. Nothing like the situation of DISH being held hostage by the Networks, as they are by the affiliates. About as apple and oranges as you can get. First, as I did post, if both parties agree there is no government intervention for that, as both are gaining by the contract. But in addition, Coke isn't in the position to make a demand, they are vying with Pepsi to be seen/used by a client. The Client (Dish as the correlative) holds the cards in your scenario. Coke would simply be negotiating if we pay X we want y. The client if they did not like that could go to Pepsi, Dr. Pepper, whoever and see if they can get a better deal. Nothing like the situation of DISH being held hostage by the Networks, as they are by the affiliates. In addition to all that, there is such a thing as accepted practices in an industry. In Hollywood you can be turned down for employment or terminated because you are not pretty enough or have gained too much weight - or are too pretty. Firefighting among other industries have some accepted work rules that would not be accepted in other industries.
