We often take negotiating positions because they are easier, both to define and to understand, than the principles that underlie them. It’s often not even be the best position, just the one that we have chosen that will do well enough for now. Principled negotiations allow you to find the unexpected, better option, that nobody had even considered when the negotiations began.
It’s useful for any business to model not just how they work, but also to map out how others in your market approach what you do. Not to copy, nor to denigrate, but to understand how you differ and why.