In an online environment unhappy customers, former partners and even disgruntled employees have an unprecedented capacity to damage a company. To maintain a cutting-edge online presence, you need people who are committed to constant change. To facilitate constant change, you need to have structures which complement change. Because employers are demanding a different calibre of person to keep their companies at the cutting edge, they are typically hiring people who expect more from a job. People who want to make a difference are not motivated solely by money.
Companies have to offer more than a healthy wage pack.
The relationship between employee and employer in the Internet business is fundamentally different. The social contract is more intense. The company has to move fast, the people in the company have to move fast. The need to be unified is thus more critical. It's like being in fast forward.