If he was sipping margarita on a beach, your words would be right. But he is putting in 17 hr days on another project, so I dont see why he cant ask his partner/employees for greater commitment.
Because his other employees are working other jobs or, as "Sebastian" points out, in classes. That's why. He's not willing to sacrifice his other project, but he's asking them to sacrifice theirs. If you're asking people you're leading to make sacrifices you're not willing to make, you're a bad leader. Period.
Ok, that's the context you picked up on. I did not. What I got was that he set a timeline for project A. But that timeline did not work out. Now Sebastian is busy with project B. To empower the team on project A, he gives them a cc and the decision-making authority to get the project going. He also throws in some hannibal and "joker" stuff to rally the troops and make a point about sticking to commitments, forging thru obstacles. This does not make for a bad leader.
Do they get paid more if the company does better? Yes, this is the only reason to do more than asked from your job description. Otherwise you are putting money and decision making power into the hands of people who did not earn it. Only bad things come from uncompensated work; A bitter employee, angry co-workers, and a misunderstanding of where profit is coming from by the business analysts can ultimately hurt business. If someone is making the company more successful pay them more otherwise tell them to slow down. If you are of the later mindset then YOU are not benefiting the company.