I guess I'm not sure where you read a claim that rich people can never go broke into the original comment. They absolutely can. That's why they often - as they seem to have done here - cut side deals to protect their revenue streams at the expense of competition. There's a VP at Walmart who stands to lose a lot of money if people start buying their Pepsi elsewhere, and a VP at Pepsi who stands to lose a lot of money if their products are less visible in the nation's Walmarts, so they've agreed to cooperate and mutually reduce the risk that their orgs perform poorly.