The bulk cost-effectiveness argument makes sense, but how does the theory survive in the presence of modern hot-company behaviors that spend money on absurdly g

The bulk cost-effectiveness argument makes sense, but how does the theory survive in the presence of modern hot-company behaviors that spend money on absurdly gourmet snacks and niche perks, that seem to be more about appearing cooler than the next company, instead of cost-effectively deploying comforts that make employees happier and more committed to their work?