I do not agree at all with this article. Most people are jealous haters and it is perfectly normal to have a lower salary if you don't have the guts to ask for more.
You pay the asking price if the product provides you enough value. Negotiation is simply setting the asking price, which is absurdly mundane in a free market economy. In fact, not setting an asking price - thus letting the buyer decide what he pays - contradicts norms.
The metric of “how well you do your job” is highly subjective anyhow; between an employee, their manager, their product manager, their coworkers and HR there would be significant variance of opinion.
Just because something is currently "perfectly normal" doesn't mean it should remain that way. People should be incentivized to do good work, not to be good negotiators (unless their job involves negotiation).