Facebook's stock price will keep going up (hopefully, for people holding them), but they're never going to appreciate in value in the same way an early state startup is going to. 100x returns between strike and exercise price exist. CompuTech can give the programmer more options to make up the difference, and while there's advice to value those options at $0, that's harder for an engineer to ignore once a salary threshold is met.

After the first $100k or so in salary - enough for living expenses, soft things like culture fit, are able to become more important to employees, and by offering services like on-site massages directly, employers are able to offer more value than employees could capture themselves. (On-site massages are also used to keep employees on campus longer, but once you start getting "free" massages, they're hard to give up!)