Both sides are interested in getting a price and, ultimately, it's the person in the weaker position who ends up revealing theirs. Imagine the roof of your house was getting old and started to leak, so you figure it's time to replace it. Upon contacting a roofing company and inquiring what it would cost, they say "You're the one who wants a new roof and are willing to pay for that being done, so you should be offering a price. How much is having a dry roof over your family's head and preserving your home's value by avoiding water damage worth to you? What's the current value of your home? Perhaps we can work on a percentage basis since we're protecting your investment for the next 20 years." Of course, you wouldn't accept such an "enterprise sales" tactic because they're in the weaker position (fairly close to being a commodity) and you have dozens of qualified choices so you'll insist they reveal their hand.
A job situation is no different. If it's a role requiring only "commodity" experience which dozens of qualified candidates are available for and wanting, they're going to pick the best combination of price and performance that they can find. If you have special talents that only you are uniquely suited for, you're the one who will be asking them about their offer.
True, in the article the people are looking for jobs as opposed to being cold called / emailed by a recruiter. As an employer one of the things I liked about hired.com was that you could put out there the salary you were willing to pay for the position and that got that out of the way right away.
It's an interesting analogy. I would say the customer is in the stronger position and while granted a rare bird has negotiating power - that means the employer is ultimately in the stronger position of the employer/employee relationship.
A job situation is no different. If it's a role requiring only "commodity" experience which dozens of qualified candidates are available for and wanting, they're going to pick the best combination of price and performance that they can find. If you have special talents that only you are uniquely suited for, you're the one who will be asking them about their offer.