Imagine playing a game and you're just getting killed by your opponent. Everything you try doesn't work because your opponent is simply too fast, too strong. What options do you have? You can find an new game to play - facing a different opponent, rethink your strategy, and retool your game.
Of course there is another way. Why don't you appeal to the referee or umpire to 'level the playing field'? Imagine Michael Jordan's opponents appealing to the referee to disallow some of Jordan's jump-shots because of his ability to leap and seemingly hang in the air. This is in effect what Pepsi-Co has successfully done in the Europe with the EU removing the Coca-Cola Co.'s ability to establish exclusive relationships with retailers.
While EU regulators argue they are promoting competition they are in reality weakening the ability of individuals to enter into voluntary agreements. No one is forcing retailers to enter into exclusive relationships with Coca-Cola. Sure retailers give up some freedom by signing exclusively with Coca-Cola but they gain access to all of the company's products. If they don't like the exclusivity - don't sign the deal.
Pepsi recognizes that it can't compete on a level playing field and so it was time to call in the referee. Sounds like profit through the political means to me.
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