Yes, there were some true believers (particularly owners of regional distributors.) There were also people who were detached, but for other reasons (work to travel, overwork, weird attitudes due to headcount games, contractors only seeing dollar signs.) There were objections but perennial objectors weren't welcome in these meetings. Successful objections, moral or not, were couched in language of customer personas, market trends, market position relative to competitors, questioning the perceived value of OEM, potential alliances with other manufacturers.

When I heard the truth blurted out I don't think it was the actual truth that made them uncomfortable. What was uncomfortable was that a person had gotten into that meeting and did not know how to operate in that world. The time for long, candid talks about what the hell the industry is doing to itself was during dinner later at night--but while some of those conversations probably changed careers long term, they didn't at all change the results the following day.

On one hand you have this abstract concept of a diffuse group of people getting a tiny bit worse off, and you’re not totally even sure who they are or if they care that much or notice.

On the other hand you have granite countertops, more security for your children’s future, a vacation, increases to your own social status, and higher quality food.

It’s pretty easy to see which option we are wired to choose, and which one takes a higher level of personal integrity and effort.

> Everybody wants to think of themselves as a good guy

That's assuming a lot right here. I know way too many people who flourish in being bad (and will you tell so explicitly)