For this to work, it has to extend all the way up to the CEO, otherwise somewhere along the chain, someone is going to think "Why should I work for the company just to make some other guy filthy rich?" That's the basis for building a company culture, though.
This is something Google's done particularly well, at least so far. I never see Larry or Sergey crowing about their billions or talking about how they built the company - they're always talking about how much more we (= everyone) could be building. By and large, that extends to all the senior executives.
When you don't have that, you end up with a culture more like Enron, which had employees that were probably as smart as Googlers yet was famous for its dog-eat-dog individuality. We know how that turned out.