I think the meaning implied is in terms of quality of work. Even the best Silicon Valley company you might join, the big ones that pay well, will largely have you parsing xmls or other mundane programming ritual done and demonstrated to death.

Controlling telescopes, photographing once in a billion year astronomical events obviously has its coolness factor associated with it.

It tracts most of them. We can't really compete on the salary, benefits or programmer community/culture that is available in the bay area. You also are unlike to get rich in an industry that relies mostly on grants. What we do offer is meaningful work. The upside is we attract more motivated, idealistic people that tend to produce amazing work.