Adam Smith i Lectures on Jurisprudence (1978/1762, s 538):

A dealer is afraid of losing his character, and is scrupulous in observing every engagement. When a person makes perhaps 20 contracts in a day, he cannot gain so much by endeavouring to impose on his neighbours, as the very appearance of a cheat would make him lose. Where people seldom deal with one another, we find that they are somewhat disposed to cheat, because they can gain more by a smart trick than they can lose by the injury which it does their character.”

Måhända har en och annan ICA-handlare tagit lärdom. Det kostar att fuska i en marknadsekonomi, i alla fall om man strävar efter långsiktiga relationer med kunder.