No. You just can't read it would seem.
"like that" as in "One wants to get paid as much as possible, the other wants to acquire something for as little as possible."
You may notice that was the quoted text. Examples of cases like that that do not result in individual negotiation. No contradiction. Just a counter example to the original claim that the former implies the later.
I want to pay as little as possible when I buy toothpaste. The supermarket wants to get paid as much as possible. And yet we do not negotiate on an individual basis to determine the price. Maybe your supermarkets are different?