Realising this made few quite enraged as they took this as an insult to their ego. Of course, they were just bleeding inside from the loss they suffered by William's rejection. Driven by greed, they refused to deliver the promised goods to the fat merchant.
That made that merchant exert more effort and strike more deals with other merchants to supply what he lacked. Thankfully he distributed the goods before among everyone. When few refused to cooperate, he could still fulfil William's needs from others.
"Here," and when he sat back on his seat, he extended his hand with a black ring. William received the ring, examined its content to find to his surprise that this merchant brought back more than what he asked for.