Customer and supplier is a two-way street. Each needs the other. Ideally, both want multiple of the others to add competition, but in the end, you need both. Good customers want to ensure their suppliers survive so that they can use them again. Likewise, good suppliers want to ensure their customers survive so they get used again.

Many, many people, including a lot of industry, thinks that this is a zero-sum game and so they need to win. They end up hurting themselves in the long run.