Money is obviously part of it, but now the whole picture. The difficulty in finding programmers that are gifted is not that you are competing with other companies, it's that you are competing with the programmer taking his ability and resulting wares directly to the consumer. Between startups and lifestyle businesses the lone programmer has a lot of options that other professions don't necessarily have (nurses, for example).

You have to keep in mind that you are competing with the excitement and potential earnings of running your own show.