Let's face it, supermarkets have had it all their own way for too long. Wesfarmers Ltd's ( ASX: WES ) Coles and Woolworths Limited ( ASX: WOW ) have offered customers less, whilst simultaneously playing hardball with suppliers and Aussie farmers. Even Coca-Cola Amatil's ( ASX: CCL ) tinned fruit company SPC Ardmona has been in doldrums which, partly, can be accredited to the pressure stemming from the 'price war' between the supermarket giants. They have driven our farmers and suppliers into the ground, whilst allegations of bullying and misconduct run rampant. The price war might be excusable if they gave more back to the community, like Metcash Limited's ( ASX: MTS ) Ritchie's, IGA and Foodwork's stores do with their community benefits program. The hardball tactics employed by Coles and Woolworth's have not allowed them to install any amount of brand loyalty amongst consumers or suppliers. Something they will regret in the near future.