My guess is that often someone played golf with someone else, or takes them to dinner or other entertainment and the decision maker makes the decision that's best for them personally, not necessarily the company. I hate to be so cynical, but I see it happen over and over.
I've seen more than one corporation ruined because the C-level goes with the vendor that wined and dined and showered them with sex instead of making a rational business decision.
🙁