Having read all comments, I'm somewhat lost. I was hired in London in 2008 on £37K, it was my first programming job after uni, I had clean resume. Today a competent beginner with a few web projects under his belt easily gets around £45K. I'm hiring developers for my startup – http://www.makersacademy.com – and I wish I had more applicants. I'm happy to pay £350-450/day for a decent Ruby dev and or around £60K permane…
Also 'coolness' is hard to define, I see many startups think cool is having some beanbags and a pingpong table, whilst working on a standard CRUD RoR app. To most talented engineers, they would much rather be working on interesting technical challenges. This is how hedge funds get them: squeezing a few millis out of an already optimal trading engine by whatever means possible is extremely fun. Same reason game companies, F1 and GCHQ can pay peanuts.