Over 25 years ago MSFT was doing the same thing. Amazon, Google, and Facebook didn't yet exist, so we were losing candidates to Oracle because MSFT paid so little. When Microsoft finally wiped the sleep from their eyes, my next review period saw me getting a 23% raise at review time, some from performance and a lot from Microsoft finally catching up to the rest of the industry because they couldn't hire anyone (I'd say it was also a demonstration of how badly I was getting screwed, but MSFT options were hot back then).

Will it happen again a generation later? Depends on how many candidates go to Amazon instead, I guess.