The only question is who gets to level up, and it becomes a dancing chair competition with none of the participants having a direct say (managers will take feedback and do whatever they want with it).
For a small and growing company it’s not rare for higher ups to explicitely fish around for people to promote as they just need to grow the ranks. The bigger it becomes the harder the competition is.
I stayed at one company for 9 years and made only $7K more in year 9 than I made in year 2. I stuck around mostly because of side businesses that I was hoping would turn into full time businesses.
But I did learn my lesson. A company has exactly two years to at least get me to local market value.
Now being on the other side of the bell curve, after working for 5 companies over the last 10 years, I either have to settle with just cost of living raises or move into an area that I am qualified for but doesn’t really excite me - consulting (“digital transformation consultant”, “cloud consulting”, etc.)