I don't know why certain people have to be so difficult.
The people who made E.T.-The Extra Terrestrial approached Mars, Incorporated.
They wanted to use M&M candy in E.T. but Mars, Incorporated flat out said "NO".
The people who made E.T. then approached Reese's and asked if they could use Reese's Pieces in E.T.
Reese's said Yes.
Why did Mars, Incorporated choose to be so difficult? If the people who made E.T. had planned on using M&M candy in a negative way, I could understand Mars, Incorporated saying no.
But that wasn't the case.
By putting Reese's Pieces in E.T., that helped the success of Reese's Pieces.
It would've helped the success of M&M candy, but Mars, Incorporated chose to be difficult and what I consider to be unfriendly.