Others want to come into the company with the title "Awesome Excellent Programmer", work on something cool, and leave the company after they've done something interesting with the title "Awesome Excellent Programmer". These people do not get upset when they are not promoted for doing nothing, and do not tend to write bad reviews. They also tend to be the better programmers.
(I realized this recently. To get a bump up in my title and salary at my current job, I basically have to "serve my time". The fact that I'm much better at programming than other people does not accelerate the process; promoting me now would make the "time" that others have put in less meaningful. If I was promoted, then they would all quit and write bitter reviews like the one linked in this thread. "This company sucks, all they do is hire long-haired hippies that tell me to write tests! I have 20 years of experience, why would they let this nobody have a minimally meaningful title!?", it would read. Now, if it was my company, I would want highly-paid people that can't program to leave. But I am not a highly-paid person that can't program, and they make the rules. Oh well, at least I get a good laugh.)