Human language is full of figurative generalizations, and no author expects them to be taken literally (there are two in this sentence alone). What the author

Human language is full of figurative generalizations, and no author expects them to be taken literally (there are two in this sentence alone). What the author means to say is "It is commonly believed that X is generally a good motivator. While sometimes true, there exist some professions (ie. much of software development), for which the reality is more subtle, and Y actually motivates people better", where X is various rewards (ex. financial) and Y is different opportunities for autonomy, mastery, and purpose. But that wouldn't fit in a title, so you get a simple generalization, with the deduction of specifics assumed to be an exercise for the readers.