All these deal making scenarios remind me of the "ultimate game," a stable of experimental economics. The rules are an experimenter pairs two people and hands one of them 10 bucks. That person (the proposer) decides how the money is divided. The second person (the responder) can accept the offer, which allows both players to pocket their shares, or reject the offer, in which case both players walk away empty handed. This experiment has been repeated all over the world from Japan to Indonesia, from the US to Russia and the result is always the same. Instead of swallowing their pride and pocketing a small profit, responders typically rejected any offer they perceived as unfair. Furthermore, proposers anticipated this angry rejection and typically tendered an offer of around five dollars.
That's just about word for word from a book called, "How We Decide" by a neuroscientist named Jonah Lehrer and I think it accurately describes the Cortex deal making scenarios. The only difference is that in the Cortex case Cortex isn't empty handed as in the "ultimate game." It has something that companies on the other side of the deal desperately need. A decent drug candidate.