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His concern for market share and business health is replaced with (...)> His enthusiasm for changing the world is replaced with nit-picking the development process.
Here's your answer. It's because you hired the programmer based on technical competence and not their attitude to servitude in business.
You get what you measure. You didn't disqualify me as a candidate because I think your business is boring and I need the money. So don't be surprised that I'll be doing my job as effectively as possible - which involves lots of lone coding, unless your internal process is completely bonkers - but I ain't gonna drink the kool-aid. Want someone with a more "professional" attitude? Filter for that during the interview.
And that "changing the world" thing? That's just bullshit, and you're not fooling anyone past their teenage years with that. You're not SpaceX. You're not changing shit. Chances are, you're just trying to make money selling the usual butt CRUD everyone else is selling too. If you hire smart people, don't be surprised they know it's bullshit.
Programmers want to code because they're programmers. Chefs want to cook because they're chefs. That's what they do. This article only shows hiring laziness, coupled with usual complaining that the company isn't getting more than it asked for.
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EDIT:
Ok, this article doesn't only show hiring laziness. The point about how vulnerable enthusiastic people are in the initial period is spot-on and I agree with it. I wrote the above comment because I believe that the article as a whole exemplifies additional lack of understanding of the perspective of programmers, which can lead to extra post-interview disappointment.