I don't expect as the little guy, aka the consumer, to matter much to the big guys,  but some discernment gains far more respect and appreciation then deception. 

It's pretty simple.

 Ultimately,  it has, and always will be the big guys who win battles such as these, but the little guys deserve to be aware of a war, not blind sided by defeat hearing a declaration of victory.

Regards,

One of the little guys...