New York Times story: "White House Affirms Deal on Drug Cost"
Lead paragraph: "Pressed by industry lobbyists, White House officials on Wednesday assured drug makers that the administration stood by a behind-the-scenes deal to block any Congressional effort to extract cost savings from them beyond an agreed-upon $80 billion."
In exchange for this deal with Obama, drug makers agree to sponsor commercials and other advertising supporting his healthcare plan. Quid pro quo.
To quote Jim Malone, "That's the Chicago way!"