Exactly...it's about trying to get the race as evenly matched as possible without giving to much up and still making sure that you should win and walk away with the money after everything is said and done. It can be really fun to watch 2 different people negotiate the terms of a run when they both know what they are doing.
It's pretty much the same as watching people get peddled at the end of a race. I remember when any real race you watched was only ever won by a fender or less. Why show your full hand if you don't need to. Especially if you can get the same guy to come back the following week to run you because he "almost" had you.