I can't argue on any objective basis on the financial motivation point. (How would I measure that? How did -you- measure that?) I will say that in my experience my coworkers are primarily motivated by the ability to have a outsized impact and the ability to work with great independence.
Facebook has a crazy-passionate hacker culture. Tons of engineers have really neat side projects, and plenty of these ship. Every six weeks or so we have (voluntary) all night hackathons, where there is plenty of food and drink, and the agreed task is simply to build something cool not related to our usual work.
Finally, P(Could work at Google | Works at Facebook) is really high. As evidenced by a recent news article, hundreds of Facebook people are actually Google alumni. I know many of my coworkers turned down Google offers to come here, and it's practically routine for new grad hires to have a Google offer as leverage in coming to FB.