It is essential to bear in mind that the implication, if made, is of a term that the Court presumes represents the intention of both parties (see per Lord Parmoor in Kelantan Government v Duff Development Co[4], and that intention must be clear (per Lord Sumner in United States Shipping Board v Frank C. Strick & Co[5]). For two reasons no implication of either of the rival terms can be made. The first is that the event with which we are concerned, namely, the alteration of prices, did occur to the minds of the parties, and they expressly made a provision with respect to it. The other is that, having regard to the circumstances stated in Hamlyn & Co v Wood & Co[6], the Court is not compelled or necessarily driven to introduce either of the rival contentions of the parties. It is apparent from inspection of the original contract exhibited in this case that the appellants had prepared a multiple machine-made form, presumably for distribution to retail dealers. The forms had blanks for dates and duration of the contract. The detailed list of articles and prices would have bound the suppliers to supply at those prices for the whole period at the will of the dealer who was not affirmatively bound to order at any price. When these forms were handed to the dealers, the clause as to alteration of prices was a distinct intimation that although the price-list was then the settled list of prices on which the business was invited, yet the wholesale manufacturer reserved the right at any time to alter its prices, provided only it gave the dealer seven days' notice in writing. This was one of the "terms and conditions" on which the offer was invited. The possible fluctuations in the price of raw material or machinery, of wages, and all other eventualities of trade, made this a most reasonable provision, so far as it enabled the supplier to retire from a losing contract, and did so after fair notice. Seven days' notice would enable the retailer to secure elsewhere a continuance of his commodity, if at all procurable, on better terms. At his choice he could accept the situation and agree afresh, expressly or tacitly, to continue his contractual relations at the altered prices; or he could decline so to continue, and then, the obligation of supplier being gone, the period the agreement was in force would be ended, and consequently the negative stipulation would disappear. The clause read as a whole leads, in the circumstances, as we think, to this conclusion, if not irresistibly at least most persuasively. It is certainly impossible to say it was the clear intention of both parties to agree to any term that would be unfair or unreasonable as regards either of them. It would be both unfair and unreasonable to imply that the retailer is bound to pay without question whatever price the supplier at any time during five years chooses to demand. It would be both unfair and unreasonable, from the supplier's standpoint, if it notified a rise of (say) 10s. a gross or 1s. a gallon, to compel him by litigation, if necessary with every retailer, to enter into a full examination of his manufacturing costs and expenses to prove that the rise was reasonable, with the alternative of continuing to supply at a loss. It would be equally unfair and unreasonable to the retailer to compel him to pay any price, however great, which from the manufacturer's point of view alone was reasonable. This obligation would be most oppressively embarrassing to the retailer. He must either (1) submit to any price demanded, or (2) face litigation to determine its reasonableness either as plaintiff or defendant in a suit like the present or (3) close up his business. To us either implication is unthinkable.