As I recall (and memory is not the best arbiter of fact), Yamaha was generally sold via dealers sans the usual "Pioneer" discount. Example: a Pioneer SA-9500 v2 integrated amplifier had a 'list' at $450.00, but mail order price was about $300.00. It had similar specs to this Yamaha... maybe better. Pioneer's massive SX-1250 receiver sported a $900.00 list, but mail order was about $550.00. Brick and mortars hated that, and by necessity gravitated to lines without this sort of discounting mentality. Eventually Pioneer became persona non grata.
The Yamaha dealer in my area sold SAE (a line of separates originally designed, I think, by Jim Bongiorno), Bang and Olufsen, and Tandberg. They even sold the Ira Gale/Sao Win turntable, along with Ira's speakers. You couldn't buy those brands at a discount. If you entered their store and admitted you owned a Pioneer, or were thinking about one, they'd laugh in your face (OK--maybe they'd be more subtle about it). They'd tell you how Yamaha was the 'real' high-end of Japanese electronics. Of course Yamaha 'sounded' better. They'd convince you of that.
Later, you might pick up one of the 'underground' hi-fi magazines. There, Yamaha would usually play second violin to some obscure American boutique manufacturer; a manufacturer that might not be in business a month later, after you spent a thousand dollars on his amp that just blew up, and took out your speakers. Then you'd wished you'd bought the Yamaha. Or Pioneer.
Even with all the politics and BS, gear from those days had a certain 'class' that you just don't find much anymore. My current amp runs circles around any of that era's stuff. But I'd like it even more if it looked as nice as some of the Yamaha (or Pioneer) electronics from those days.