You offer a bit of the reward, but none of the real risk by issuing options. You may pay vast sums of cash to get certain people who are uniquely suited to doing the things you need to do to turn the big idea into a business. Where there is no visionary talent needed, but lots of skill required, such as HTML coding, graphics cutting and so on, you hire whoever shows up with the right skill set. This is the factory work of the next generation. Not everybody gets to be a boss.
Someone has to do the work.
Almost nobody has any meaningful experience running the works of a Net company and they have no idea what to do with the workers once they start. What's missing is the middle managers who can actually manage and workers who don't resent being managed. So we end up with the 18 hour days, the absurd client expectations, and the bizarre retrenchments, restructuring, huge successes and horrifying failures. Good management is good management. It takes more than a good idea it takes time, experience and a willingness to accept blame as well as reward.