The “someone” is the investors, or generally speaking, the market.

Major CEOs can’t say they’re taking a financial hit, for whatever reason. This is why I like working for small companies, and most Americans work for small businesses.

Last company: CEO announced to the board that he intended to lose money in order to build staff and products. Yes, he even included tech debt. The board applauded him.

Meh, we fucked around and still made a profit, so he gave the board the same report the following year, same results. We fucked around a made a profit. Again.

tl;dr: Don’t mistake all CEOs for the bullshit you hear from Nadella and Musk and the like. Remember; You only hear crazy talk reported, because it’s crazy talk.