For example in the UK if you live in London and earned £60k, according to GitLab's 'Move Calculator' in Bristol you would earn £42k, or in Brighton £38k. Yes there is a difference between the living costs, but there is not that much difference. A 1br apartment close to the center of Bristol is around £900/mo, and in London zone 2 around £1200/mo.
I've seen a lot of remote startups offering salaries around $100k USD, independent of location. For most of the US (outside hot areas like SF or NYC) and Europe that's a good salary, but what if the person you want to hire likes living in the middle of SF and doesn't want to move? For them that salary is going to be too low. I'm not really sure what is the middle ground here.
[0] https://about.gitlab.com/handbook/people-operations/global-c...