Sort of. It's not about who sets the pay rates - otherwise, actors and sports figures wouldn't get their $multimillion salaries, since it's the movie execs and team owners that set the pay. It
is about negotiating leverage.
When a company hires a CEO, they usually decide who they want first, and then they negotiate over price. There are few substitutes for their choice - usually, a company will find only a handful of candidates that are suitable for the position. This gives the CEO enormous leverage. There's only one of them, yet there are probably a couple companies that want to have them as CEO, so the price goes up.
Similarly, brand-name actors can drive moviegoers to theaters just by their name alone. There is only one Brad Pitt, but there are several movies that would love to have Brad Pitt star in them. Dakota Fanning gets like $4M/movie, because her name alone ensures the movie would get more attention than it otherwise would. David Beckham got a $250M contract, even though he's kinda washed up, because his reputation means people will watch.
An average programmer is filling a role, however. If they ask for too much money, the company just goes out and gets a different programmer. At hiring time, they don't know who'll be 10x more productive, unless that programmer already has a strong brand behind them.
I'm very curious to know how much "brand name" programmers like Peter Norvig or Guido van Rossum get paid. There are many Python programmers, but there is only one Guido, and many places that want him. I'm guessing I'll never find out, though.
BTW, this is behind a lot of the career advice that Internet celebrities give. Seth Godin's "you should throw away your resume" really means "your personal brand should be strong enough that employers want you and aren't just filling a position." Paul Graham's "work hard at things that excite you" is because if you do so, people will notice (eventually), and then they'll want you for what you've done and not just any old programmer. Marc Andreesen says "set the controls for the heart of sun" because that's the work that people notice, and that'll make you stand out from the crowd.