They can't be paying "above market rates". They're just selecting a higher-priced product from the market.

I used that terminology because they seem to be an outlier. Surely it's possible to pay more than anyone else on purpose.

They're not an outlier when you compare them to the right company (not Disney). The question asked and answered by the article is why Netflix hires Microsoft/Google-level engineering talent.

They pay "top of your personal market" for most if not all roles from what I've been told.