Many people haven't really thought about it and so you end up going on a fun journey helping them figure it out. Usually, you discover over time that there are a lot of things more important than money. Being the manager that helped them figure out what they really want (and hopefully get closer to it) builds awesome loyalty and motivation on the job.
Once you have the minimum amount to live comfortably (which in places like SF is actually a non-trivial amount), I've found raises and bonuses have only very short-term happiness that wears off in a week or two. It's feeling fulfillment in your job and making progress on your long term goals that really brings career happiness.