Well I would put my truck on it unless I had one of my regulars in the area then I would take care of them. But, before I did any of that I would call the shipper and tell them something like this.
Hey jon this is jj, I have a company there with 3 trucks ready to load but he wants the same rate for each truck. Almost every time the shipper will give that to me. Also, if it were seperate shippers I would call them and say hey, I have a truck right now ready to load, but hey frito lay is giving me $2.00 a mile and I will have to give them the truck unless you can match their rates. Again, in most cases the shipper needs the truck and will adjust the rates so he can lock the truck down. Not always, but in most cases.
Now at the same time, I do not run my truck through the brokerage, I have dedicated lanes already. It is also a very grey area and can end you up in trouble with the bank that gives the brokerage the floor plan for its revolving loans. I avoid it. I have been in the business a long time and have plenty of contacts so finding loads for my truck really is not an issue.
But you have a valid point, which is if in the situation which truck would get the load and I would look out for my family and business first in most cases. At the same time, I only have one truck, will be two sometime this week, and that situation has never occured. I dont broker many loads in the lane I run.