First of all, no company likes to lose orders, no matter the size.  Second, I think you fail to see that this is far more than money, this is about relationships and branding. Canadian is known worldwide, to be America's closest partner, so the world is watching our business relations closely to learn what to expect in their own relations.  In playing along with Washington's current protectionist attitude towards trade, Boeing has shown the world (esp. NATO members) that they may not be the best partner for future procurement projects and that they may be moving more of their production home (America first) in the near future. As such, they could have seriously damaged their brand and their global bottom line long term.  Airbus and European military aircraft manufacturers have a great opportunity and should seize it now.