Would someone like this be paid based on their fame and/or positive PR value, or would they be paid based on position just like everyone else? I've always wondered if these "programming celebrities" make substantially more just based on their personal brand, or if their personal brand just affords them the opportunity to have any job they so desire (but with the "standard" pay)
That would be up to them, wouldn't it? I mean, if you could get a job anywhere you wanted and money was the most important differentiator, there would be nothing stopping you from increasing your price until you had sufficiently decreased your options.
I think most people treat it like hiring an executive, even if they're technically not one. They'll get significantly higher salary, equity, and bonuses.
