violating clear, unambiguous contract terms. Courts typically enforce written agreements unless extraordinary circumstances make performance impossible, which was not the case here. Ethical Considerations From an ethical standpoint, Orkin's actions were also unjustifiable. Customers relied on the promise of a locked-in "lifetime" rate, and breaking that promise for profit violated principles of honesty and fair dealing. While the recession presented challenges, Orkin could have sought voluntary renegotiation rather than imposing unilateral changes. The decision damaged consumer trust and likely harmed the company's long-term reputation