So, has MyPinPad actually tried raising their salary offering to £100k? I find it very hard to believe they have, because that would be well-above the average for the area. In relation to standard Web Developer roles, it'd be over double what I could expect in Cardiff for a mid-to-senior level role.
Their website currently says "up to £60k", and in my experience companies that say "up to" will rarely go to that number unless the candidate is very/over qualified, in which case that candidate has zero potential for growth and will have a hard time getting an annual raise unless things go brilliantly.
MyPinPad look like a reasonably large company, so their salary offering right now is probably average or above, but the article itself is absolute crap. If MyPinPad were to offer £100k for their Services Developer role I'd beat their door down for an interview. It's double what I'm getting in Bristol right now, I have C# and non-CLR expeirence, and the commute would be worth it. Hell, for that money I could drive in, pay an obscene amount for parking and still be ahead!
I don't buy for a second that they have failed to get devs in when offering £100k. Either they're full of shit, or they are terrible at advertising roles.