The reality is that when a company offers you less then what you are asking for - they are devaluing your worth (currently and in the future).
After working in freelance for roughly a decade and not running a small agency, I've learned that in order to become successful, you have to strive for your ideal clients. When clients are less-ideal, that is when issues arise - whether it's the cost factor, attitude, adding large edits to original project scope...etc.
This should be the same when looking for a job. During an interview, you should be interviewing the company just like they are interviewing you. When it's a right fit for both sides, expectations will be the site, value will be the same (if not higher), and the attitude/work environment will be superior.
The #1 reason why people don't succeed - whether it's freelance, running a company, or being an employee is that they under-value themselves and their work.
