You'd do reviews where they'd have top performance, but not 3x or 4x more than the guy right below them. And if their presence didn't push your team to be #1 in that season, you could have an argument to replace them for someone cheaper and 90% as good.
Of course, their sheer presence could be a booster for marketing for instance, and there's a lot more going on, so usually you'd keep them around even if on paper it doesn't make sense, but it would look like a complex balancing act.