People in the channel can be pretty sharp and quick-witted when they want to be. This story, from 1995, is a perfect example:
Back in the days when Compaq was battling with Dell to be the largest PC supplier in the world, the company found itself struggling with product shortages. At a meeting with its distributors to discuss the issue, one of its partners suggested Compaq might like to copy the beer companies with its branding approach.
"You mean like Budweiser: American, tough and stylish?," asked the man from Compaq.
"No," retorted the distributor, "like Guinness. People are used to having to wait for that as well."