Yes jp but you've picked an extreme example. It was clear that was a monumental sweetheart deal. Netflix was never going to end that one day early because whatever came next was going to be multiple times higher. Apple could have, most likely did, say "Well we really want turn by turn and voice and you won't allow it. We need to bring those features to our phone. We have two choices - go out earlier than we want with our Maps or extend this agreement until XYZ date and give both sides time to continuing negotiating this." Google comes up with an amount and Apple decides which is the better choice. The date is a "forcing factor" to drive a commercial conclusion but not the immovable object that forces you to go out earlier than you want. Make sense?
The recent issue between Netflix and Starz will show you why it is a major focus.
As much as we'd like to ignore people/business issues, sometime they trump tech and social networking issues.