Either my experience is exceptional, or your implication that money is the only thing that matters about a job is wrong.
Many people on HN, after a decade or so of amazon salaries, seem to have no concept of the real world.
I have the feeling, that i'm still having a similar amount of fun/happiness when i do my current job vs. my previous job but with more money.
More money means for me: less working later or nicer things now or faster/more stability & safety.
I have also seen enough people being afraid of quitting, people unable to quit, people who did not pull their weight, still complaining, still not quitting.
I have seen people not pulling their weight and being able to find a new/better job where they will still perform the same now just another company doesn't know what to do with them and just having them.
that said, I think a lot of young people have a poor understanding of how much saving early on can impact your retirement.
Smaller companies are often more flexible on other terms though, which is worth knowing. Often they can give you eg work from home options, different configuration of vacation days, etc. This if useful to think any for negotiation purposes.
So what? It's just like any other expenditure for the company. And it doesn't change the reality the owner is thinking about -- value of hiring you must be higher than cost of wages paid on a regular basis for it to work out. And probably high enough that they'd even bother trying to recruit anyways.
In a way, it's sometimes even easier to have negotiations in the owner because it's so much easier to up-sell them on added value you can provide because you are talking to the person who'd be willing to buy even more of just that. There's no one-size-fits-all HR determined range to deal with.
In these sorts of situations, negotiation is much harder on a personal level, since the company is not a faceless entity. The company does have a face, that's the face you have to look into when you state your salary request.
On the other hand, it's also harder to accept being underpaid, because if you don't get paid what you're worth, you know the extra profits will go (almost) directly into the pocket of a person you will see daily at work.