What engineers really need to do is to put more skin in the game. Push for more equity, even if it means accepting a smaller salary. All too often I see programmers who just want a 9-5 that pays 6 figures even if the company is seeing hard times, but that won't improve the situation. Most of those business types you mention see engineers in the same way that engineers see themselves: wanting a large, stable paycheck. The business types shoot for the large end of year bonuses, which in general only get paid if the company does well (ignore the TBTF banks for a moment)
As an example of what I mean, most celebrity endorsements are lump sum payments plus a very small variable upside. William Shatner, taking a longer view, pushed Priceline to compensate him (for his celebrity appearance) in the form of equity, and now he's laughing his way to the bank. In this case, he was willing to take the risk.