There's a saying that goes something like "a successful negotiation is one where both parties feel like they're getting the better deal". I think you are correct. You typically don't have to negotiate much for a fair deal.
If you're negotiating terms for a relationship that's intended to be more than a one-off transaction, it's in both parties' interest that the outcome be fair.
In the modern business world, truly one-off transactions are very, very rare.
