Most people, from the CEO (if not an owner) down to the grunt dev, are indifferent agents in the system and the people who care and hope for B really underestim

Most people, from the CEO (if not an owner) down to the grunt dev, are indifferent agents in the system and the people who care and hope for B really underestimate the indifference of all their agents towards A or B and assume that will overcome negative employee behaviour. I see this a lot with business owners. They truly think their employees give a shit whether the company makes a million bucks or nothing in a year. They assume that there is some intrinsic desire there.