The last company I worked for negotiated EULAs with contract development Customers. The Customer's price varied according to the rights they requested.

It's certainly the case that most off-the-shelf EULAs aren't open to negotiation because the Customer is often inconsequentially small to the software "manufacturer". Larger Customers (particularly governments) certainly negotiate for license terms with major software "manufacturers", however.

You're right. I was thinking of EULA as just covering the license terms that end users have to accept before using software, which are not a negotiation, as opposed to special licensing terms that are negotiated (which I previously would have considered to just be "a contract"). But after perusing the wikipedia page on EULA, it does appear that specially-negotiated license terms are still a EULA, as EULA really just means a software license agreement.