When did peoples word stop meaning something?

Client said “we will sign and set up multiple locations if you can get it to us at $xx per location.”

I say “let me pull some strings”

I get it approved, then he says “well we only need one location, can we do it for $x, we will sign if you do that”

I do that again, and he says “actually we don’t need the service, thanks though”

Good lord when did it stop being okay to give your word and not stick to it?

What would you all do in this situation?