Ellume, page-113

That is just not commercial reality, what you are saying is fanciful.

Companies like Ellume taking on new unknown products that no-one else is, need some certainty in their product development that they won't have their own success hobbled by some ridiculous price gouge in a contract renewal. That is why it is common.

And companies like ADO will often setup loss leaders with the idea of using early contracts as a marketing opportunity and as a cost of gaining traction in an early stage business (full of very big fish already). This has value even if the contract $$ rewards seem limited.

It is unlikely to have anything to do with being 'poor negotiators' but given I don't know the terms of the contract and neither do you, commenting and making ultimatums seems pointless.