Things like this are a two way street, yet companies often don't treat it as such.
EDIT: Because you've changed your answer after I typed my response. Some people might be okay with having to stay 10+ years in a company to finally get that role they wanted. I'm not, if I think I deserve better, I'll ask my company for it, if they tell me that maybe in 5 years I can get a better thing, then I rather switch jobs now instead of holding myself back.