Yup, it's more like surrendering than negotiating
It's actually more like not having to commit to a long term deal while retaining the services of a player one more year. It worked great with Schultz because it gave Ferguson a year to develop before handing the reins over.
Would you rather the Cowboys have given Schultz a 3 year high dollar deal? What about Pollard?
I would also argue that using the franchise tag
IS negotiating if with a player they actually want to do a long term deal with. It gives the team leverage on a player who may be trying to hard trade because the team still has the hammer of keeping the player even if they can't reach a deal.