I am not sure what point you are making there, Nigel. I have a 'trading relationship' with Amazon.com. In some ways it can legitimately thought of as 1:1 - I am free to decide if I want a product, whether to buy it from them, and what price I am prepared to pay. On the other hand if you were to compare our sizes in terms of budget or personnel, I don't think I am revealing too much to say my resources are somewhat less than Amazon's.

So I don't understand why the ratio you refer to is relevant: it can even be several different ones simultaneously as in my example above.