Patrick's guide explicitly talks about how a lot of people don't want to negotiate. His argument is that if doing something distasteful for a short period of time will get you a significant salary boost, you should try to do it anyway.
Ultimately, if it's distressing to someone to be assertive and negotiate, my first reaction isnt "That's fine! Let's all work together to make things nice and easy for them!" My reaction is "It's sad that it's so distressing, but one way or another they need this important life skill. Let's help them acquire it, even if it's difficult."
