Just like anything else if someone has something u want u have to give them what they want.

What exactly do you think "negotiate" means? Because it refers to this, to working out what it is that each of you will exchange with the other.

I mean, they have no obligation to negotiate but it is an option... Right up until the lease agreement is signed, after which point you're SOL

While you're right that the landlord has no obligation to negotiate with you, dependent on demand in your area, you do have some ability to negotiate pre-lease...

And let me tell you from experience, it's a whole lot easier to do that with a physical person than an entity you never see and never talk to directly.