Mark is setting up a green energy consulting business. He sends out advertising brochures to all local area businesses. Lydia of Edmonton Solar Ltd. replies to Mark's ads and invites Mark to submit a proposal to Edmonton Solar Lid. for a new marketing plan. Mark incurs some considerable expense and takes three weeks to complete the proposal. After submitting the proposal to Lydia, Mark reads in a blog that Edmonton Solar Lid. awarded an exclusive marketing contract to another firm. Based on these facts, which of the following is true