I then fully expect that person to counter, because I feel that it's on them to do the market research to determine how much they're worth. That's what I've done through my career and I've been happy with the result.
I see applying/hiring as a game where the company is trying to find a way to afford as much talent as possible AND ensuring they can continue to pay that rate when times get tough and projects are cancelled/postponed. I also factor in annual bonuses for other employees, R&D budgets, etc. At the same time, applicants should be prepared knowing what they're worth. That takes some research, but it's not overly difficult. As they determine what they're worth, they also gain an understanding of a skillset they can work toward to reach the next rung of the ladder.
At the end of the day, I really believe that the only person someone should compete against is himself. If comparing rates is THE issue, then I think the focus is misaligned. If rates are a concern, then start a dialog with your manager. Most managers are willing to go to bat to help out an employee if they really feel they deserve a higher wage. Just be prepared to make your case if you do that, explain WHY you deserve a higher rate - and it should be more than "well so and so is paid more than me." If in the end you're still unhappy with your rate/benefits, then consider a move, but be prepared to grow in your skillset if that's what's needed to reach your financial goals.
Handle it professionally and communicate... Those are my thoughts.