Take Philip Su, who was the site lead for Facebook London. In most organizations, that would translate to "manager of everything happening at Facebook". After 3 years he decided to take another lateral move - to move back to software development (no lead, just a software engineer) https://www.facebook.com/the.philip.su/timeline/story?ut=32&...
When you work at a company where managers demonstrate that it is a lateral move - moving from management to individual contribution - well, then this stuff starts to work.
Another thing that this article does not touch on, is the transparency that people at Facebook share what's going on with them professionally. My buddy said a senior person shared on Facebook @work how he had gotten a bad performance review, and how this made him feel... for all other employees to see, and comment on. My buddy was saying that "when I joined, I thought that people were just drinking kool aid about how our culture is different. But now that I'm in - I seriously have not expected it to be this different to anywhere I've worked before"
I do think that Facebook is doing something incredible with keeping a very startup like and transparent culture going at this large scale. No other company of this size even comes close.