That depends what business you're in, and who your competitors are. A lot of businesses have reasonably simple problems, there's just no standard way of handling it, so you can't solve it off the shelves. And even if you can, usually you need someone to customize it a bit.
Retail is like that. Aside for the interaction between the website, the store's POS, and the inventory/logistic, its not that complicated, but its a very horizontal problem...lots of things to do, nothing that hard. If you're a big fish, you may need some big data analytics to make your inventory handling more efficient, and there's the occasional Amazon which pushes the envelop, but overall, you just need bodies.
Not all companies are like that though. I recently joined a company in a somewhat new field (new as in, 10 years old). We realistically only have 2-3 competitors in that space, but its a "space race" We're constantly one upping each other on features, and customers always go for whoever got the last "big feature". That means a few extra days getting something out of the door (or getting it out reasonably bug free so the demo doesn't blow up in potential prospect's face) can mean getting or losing a million dollar contract...every damn day.
A "10x" dev can tackle one of those big features in 2-3 weeks. An average one may take a 2-3 months...if they ever finish at all (some of the stuff is pretty complex). We're racing to hire....more money, more benefits, cooler environment...always trying, because that dev will pay for itself a few times over within 2 months. It would be easy to just go "well, a dev can make us 10 million a year, lets pay 5 million and we're still at a 100% profit", but its hard to identify them, and if you pay too much, the signal to noise ratio gets out of wack.
Its a tricky problem.