But when the little firm wins, next time they come up against the Big Firm the negotiations are much different.  I remember a story about one of our local plaintiff's attorneys who was regularly successful.  

He was reputedly negotiating with an insurance company's attorney who admired the new foyer in his office.  "Thanks. ___________Insurance Company paid for that.  My wife wants one of those new little BMW's.  I'm sort of counting on your insurance company for that."   He shot the cuffs over his Rolex and they went from there.