The thing that unstuck the negotiation was
conceding to the disputed term (agreeing to pay the credit card fees). The "steak dinner" trick seems to have little to do with it.
Basically this boils down to "if you're stuck in negotiations but really want to wrap up the deal, consider just conceding on the final, minor points in contention. Maybe try to get something small in exchange for your larger concession(s)."
Not exactly earth-shattering and the hubris in even glancingly comparing this to the brilliance of Nash's work is astounding.
On top of that, this counter-concession doesn't even scale up with increasing revenue. But Hootsuite's fees do increase as revenue increases.
I think it'd be more interesting to read a negotiation tip from the vendor in this situation. Something like "if you've already worked out the major terms in a deal and you are fairly confident the counterparty wants the deal done, but you are stuck on a final point that affects you more than them... consider standing firm, even to the point of obstinance. Test the limits and see if you can get them to concede. If they're holding out, see if you can offer something trivial in exchange for their concession or if you can get them to make an offer to concede in exchange for some trivial ancillary benefit. Sometimes this works as people are irrational and just want to feel they 'gotcha', even if what they're conceding is of greater value -- and has the potential to be of far greater value-- than the exchange. All the better if you can make them feel like they're oh-so-clever in the proposal. We once had a partner we were negotiating with agree to cover credit card fees which would've hurt our net revenue share substantially, simply in exchange for agreeing to buy them a steak dinner once a quarter, which we likely would've done anyway to keep this important partner relationship moving forward and growing over time. Ha! We made sure to cap the price of the steak dinner and merrily signed, having won the business concession we needed."
Besides not even being a great or meaningful technique in practice and certainly not defining any new theoretical work of import (unlike Nash), this is also mildly unethical and would reflect poorly and/or get the practitioner in trouble in many, if not most, situations.
It is sad to see the comments on Medium cheering "brilliant, man!" and "love this."