I agree completely. What you have described is the ONLY way that I like to do business. The problem is that on the other side of nearly every big deal that I've negotiated is a guy who lives on negative tactics I've described. Assuming that everyone will play nicely runs you the chance of getting poisoned by the other side. Regrettably, all it takes is one look towards the top of any industry to see who is in control, and 99% of the time it's not the guys who are "negotiating in good faith."

That being said, the point of the article was not that we should only make deals we can live with, it was that by letting go of your expectation and desire of a good result, you gain power in the negotiation dynamic.