I guess that might also depend on where you live. I'm from Croatia, I've got my Bachelor's degree and right now I'm going for the Master's degree (pretty much, I've got no other options, I'm the first generation studying according to Bologna process and I figure it's better safe than sorry).
In a few conversations with potential employers (Ericsson for example), most of them said they would rather employ someone with a Master's then with Bachelor's degree.
Then, there is also the self-motivation and probably self-reward in a higher degree.