Most people have an inaccurate view of commerce. Most people see it as based on competition. They see Microsoft and Apple suing everybody left and right to try and gain an advantage in the marketplace. They see large companies buying smaller companies with potentially better products sometimes to keep them off the market. They see movies about aggressive business owners and corporate leaders plotting the demise of others in their field.
What most people don't see is that 98% of commerce is cooperation. It is cooperation in the work environment. It is cooperation in the development of industry standards. It is cooperation in relationships with suppliers and contractors.
Cooperation is the milieu in which commerce actually operates despite the superficial evidence of competitiveness. When a business needs help it turns to a wide range of independent contractors, lawyers, designers, business consultants, engineers, accountants and headhunters. In each of these relationships there is no contract, there is just an assumption of cooperation mixed with a little bit of self-interest. Self-interest usually leads to cooperation.
If one looks at the entire world of commerce people are helping each other every day in hundreds of ways without contracts merely based on trust and goodwill. Cooperation is the ground milieu in which commerce operates and thrives.
Somehow we need to make it clear when a person buys an apple. The entire supply chain of cooperation and goodwill exists to get that apple from the tree to the final buyer.