Over time, you need to drink more and more to get to that sweet spot. Most people do self limit, but not because of that.
In a high stress startup environment that provides an unlimited amount of coffee and energy drinks and always seems to be in crunch mode, it's easy for your caffeine consumption to creep up to "could kill a horse" levels. I've seen it happen to others. I've had it happen to me. The end results aren't nearly as bad as, say, alcohol addiction, but it's still not something I want to live through twice.