Maybe sales people within sellers do. The companies as a whole should worry about losing market-share to competitors and eventually getting shut out of the market. Getting this or that high-profile contract isn't worth much if those contracts switch away one year later citing that your competitor is "what everyone uses now."
That's an effect, not a cause. You can "afford" contact-us pricing, once you've got a monopoly stranglehold on an industry. You can't afford it when you're a scrappy newcomer fighting for mindshare.