Yeah but for most roles you just aren't in a position to negotiate, even with a lawyer. Most software engineers, for example, are seen as fungible by large companies.
They complain about it because it's inconvenient to do, but it is very possible if you make it clear that it's what they have to do to hire you.
This contract wasn't a simple employment contract, though. It was a copyright license. A lawyer was probably involved, and custom provisions were probably expected.