Uhm, agreeable to reason or sound judgement, logical, not excessive.
Reasonable to the one accepting the load offer. Excessive deadhead where you lose money, even though the rate is perfectly reasonable to the customer who wants their freight moved from A-to-B, and reasonable to the carrier, dispatchers and everyone else, is an unreasonable load offer, particularly if you get hit with a refusal over it.
Why do I get the feeling that the term cherry picker perked up your ears? Otherwise there'd be no need to ask for a definition of "reasonable" nor wonder aloud about who's reason I was talking about, since the context of my paragraph should have made that perfectly clear.
I'm a free agent. I can walk away from any deal I don't like and suffer zero consequences. My point was nothing to do with that. My point was even if you or I agree on what might be reasonable, they, meaning the ones not doing the actual work and paying for fuel/expenses, could really care less about your (contractor) deadhead miles. The only time most even consider being "reasonable" (to my way of thinking) is when they are in a bind and have no cheap hauler available.