i.e. retaining your 10x superstar is important, but are the rest of the team really only capable of 1x? Really? What's the benefit to them of giving 2x?
There seems to be some myth that everybody gives every ounce of their potential, out of the goodness of their heart as an employee. I think the reality is that most of us do whatever the role requires, plus anything we happen to enjoy/fixing frustrations.