That page hasn't changed or really been updated in a few years. Sigh. Moved on to greener pastures...
Now for the bad news.. in my experience, while you can certainly try and negotiate, you won't get a particularly long way on things like royalties and rights (i.e. if their starting rate is 10%, don't expect to negotiate up to 20%). You might do better on the advance, timeline, title/content, and 'softer' areas.
If you think writing a book for a respected publisher is a good idea, I advise writing your own proposal and submitting it to publishers who are known for offering good deals out of the gate (such as Pragmatic Bookshelf and No Starch) or publishers who are both good and of a level of prestige you might be willing to compromise for (potentially O'Reilly or Addison-Wesley types).
You need to be careful with signing away your copyright. It's "done" but it's not universal. Also, look out for non-compete clauses. You might be able to get those changed.
Last but not least, some reading on the topic from O'Reilly: http://oreilly.com/oreilly/author/ch03.html
On working with authors:
We won't do anything without your knowledge and consent. We regard the relationship between editor and author as one of two people working together to create the best possible product. If the two of you can't agree, we may give the editor the final say because we know our editors are all reasonable people! But this doesn't mean that we'll run roughshod over your material and surprise you in print.
Marketing:
at O'Reilly & Associates, we publish only one book per topic, and we promote it as long as there is still a need for it. Our books complement each other, so the sales of one book help the sales of others on related topics. While we do sell a lot through bookstores, we don't think our job is over once the bookstore has ordered. We continue to support the book with clever promotions, advertising, and publicity.
One important aspect of our marketing strategy is that we work to create demand with the ultimate consumer--the reader--rather than just with the bookstore. Mail order advertising through pieces like our award winning catalog, ora.com, is an important part of that demand creation.
Royalties:
We will pay you a royalty of 10% of all net income we receive as a result of our distribution of the book, in any form, printed, electronic, or other, or from the license or sale to third parties of any rights in a derivative work.
You can do worse than O'Reilly Media. https://www.oreilly.com/work-with-us.html
And there are other publishers.