I've been saying this to people for years, and I'm glad to hear someone else say it. As a hiring manager, I'm not paying your salary out of my own pocket, so I don't give a shit if you want (and get) an extra $10k. My job is to fill the headcount that I've got, so as long as it fits within budget, whatever.
I don't think anything less, or more, of people who ask for extra - I usually forget by the time the person starts the job. It's not my money. I don't care.
And neither does "the company" - a corporation is an abstract legal entity that is incapable of human emotions. It's not going to get mad at you because it thinks you're greedy. Don't anthropomorphize it.
At least at my company (and from what I understand, most companies) it's a lot easier to get a pay bump when you're negotiating the offer, than it is to get a raise/promotion. When you're getting a job offer, you're a one-off special case and there are a lot of unknowns. When it's performance review season, everyone is potentially getting a salary increase, so there are tighter budgets to stick to. My advice is to get what you can up front, and worry a bit less during the annual cycle.