It is a valid point, though. Working for a low wage at any company is a fundamentally different story than an above average wage at a bootstrapped success that can afford to pay good salaries.
Don't get me wrong, I feel for these companies. They are in a bind. There is no way they can pay salaries competitive with big corporations, and they've made a (wise, IMO) decision to avoid funding and grow organically, which precludes them from compensating through a seat at the exit table. Personally I think the solution for companies like this is employee ownership and dividends. This seems to align incentives properly. I don't see this being done much (at all?) though, which makes me wonder whether there are ugly pitfalls I'm unfamiliar with.
They don't return huge amounts of money, but they are not going to disappear overnight as they have the market cornered on one or two very small niches (eg: the entire worldwide demand for the product they offer is $0.5-5mil). In my experience, a lifestyle businesses has found a problem that a dozen or two midsized companies have and precisely solves it or produces a low volume customizable product.
Basically the goal of the company is to keep the owners comfortable rather than play the unicorn lottery.
Why are those the only two options? What happened to "grow organically into a megacorp over 20-30 years"?
It is possible to start lifestyle then transition to regular or be a blend (eg: currently lifestyle, but keeping a eye out to grow). Sparkfun is a example of this where the founder hired someone to be CEO so they can actually have time to do the stuff they love.