However, a large number of negotiations in business happen with the same group of people over and over again. The example was a set of directors in a large org negotiating over budget. That kind of thing might happen every single business quarter between a stable set of peers.
Whenever I see strategies like these I consider those two cases since they have influence on how negotiations are done. In the car-sales case, there is an incentive to get the most out of the individual negotiation since you almost certainly will never see each other again. In the business case you are incentivized to prioritize the relationship with your peers over any individual negotiation.
So I don't agree with the simplistic conclusion in the article. It seems to only consider fairness within the context of a single transaction/negotiation. It does not consider what happens when this strategy is repeated between actors across multiple negotiations.