> ...do they deserve better...?

Morally, probably no.

But humans are vastly more inclined to discrimination by caste / class / fame / etc. than they usually admit to, and failure to give special treatment to the "right" people will often generate a serious backlash. A CEO is responsible for his company's reputation and financial results - does he "deserve" his job if he ignores that unfortunate fact about the environment in which his business operates?