It's not passion crap, these are older players (mid-30s+) who know better.
At some point folks can make the choice to not only chase money. Here we work 40h, some employees are 90%+ remote, come to the office if you want, actually USE the vacation they earn, 100% health, equity
Balance is the real offering. You think I'm selling passion-bullshit, I'm not. I'm selling: ill pay you less but treat you better. Many folks are happy to just not be a cog in a huge machine.