I'd honestly, like those that I work with to understand and recognize me as an individual with tastes and needs that may or may not be like any other member in any other role in a project.
What the author means to say is "It is commonly believed that X is generally a good motivator. While sometimes true, there exist some professions (ie. much of software development), for which the reality is more subtle, and Y actually motivates people better", where X is various rewards (ex. financial) and Y is different opportunities for autonomy, mastery, and purpose. But that wouldn't fit in a title, so you get a simple generalization, with the deduction of specifics assumed to be an exercise for the readers.
"I'm not!"
-- Oscar Wilde
-- Oscar Wilde"
(ellyagg, 2010)
As to whether or not your company should be scaling, that's another matter.