I took it to mean that whatever amount of money people currently think would be needed to be "fair", say, an increase from $20/hour to $25/hour, would within a year or so become "unfair" again, even if inflation was zero. Employers will always want more work for less money, employees will always want more money for less work. Same as the seller of any product would like more money for that product, and the buyer would always like to pay less for the same product.

So you can say the company is "greedy"...but that implies that the worker is also "greedy" - which is true for both IF you define it the way I described above. Or you could say that the company (owners) are trying to maximize their return on investment (time + money), and the the workers are trying to maximize their return on investment (of time).