More or less, but they aren't necessarily going to admit that unless you can credibly signal that you're willing and able to pay their price.
Brett probably did have a price (say, a billion dollars), but the person in question didn't make the right signals, probably because they weren't willing or able to pay the price.
Brett probably did have a price (say, a billion dollars), but the person in question didn't make the right signals, probably because they weren't willing or able to pay the price.