Such ploy and counterploy tactics can lead to cyclic changes in strategy representation and are one reason why multiple strategies are maintained in populations.
When filtered cigarettes were first mass-produced they were considered less than manly -- thus was born Philip Morris' ingenious tactic of using cowboy imagery as a counterploy. Sales for hitherto "sissified little brand" Marlboro shot up posthaste.
Successive ploys and counterploys of this kind could plainly jeopardize the joint gains from a simpler and more assuredly constructive contractual relationship.