The current place I work will call up Microsoft, databricks, or someone else and have them pay for a hackathon with ~100 participants including catered meals and dinners out for a week.
I sat next to one vendor, I saw the total bill for the dinner (30k). He didn’t flinch and slapped down his Amex
The last negotiation I was there for, for instance, in late 2021, the SF guys were pitching (hard) a product called "Salesforce Einstein" which was promised to be everything to everyone. I see they are now calling it "AI" which wasn't the main way they described it then before AI was such a hot buzzword. I think it was just branding for some kind of marketing workflow tooling, but to hear them tell it, it would do anything we could imagine.
Caveat: the further you get into non-tech, as a customer base, the more prevalent this is. On the tech side, there's at least a thin veneer of objectivity (often masking a quiet steak dinner, in which the actual solution was picked).