"If you don't like it, tough" can work as an attitude, sort of, if you're a car dealership battling with another car dealership over some piece of marketing territory in Texas.

But if you're a startup with an iffy business plan trying to convince sentient human beings with high-end to spend their salad years sweating on your vision, in as competitive a labor market as what we have now... not so much.

That was my point that some start ups seem to think people should walk over burning coals to work for them - to much watching of sirallen of the "apprentice"/dragons den type of programs.

Its a market if you load costs (time or money) on to potential employees they are going to mark you down.