They don't demand it.
I had the privilege of working with some extremely talented and productive people. Sadly, many of them were making market salary (or less).
Contrary to popular belief, many companies are quite capable of noticing and trying to keep productive people. But rarely by throwing money at them.Related anecdote: I have meet a few startups lately that started the conversation with:
"We are looking for extremely talented and productive people".
And finished with:
"Compensation ? Well, we checked online, the average pay for your experience is.."