If your business can’t sustain a living wage with cost of living increases it shouldn’t exist, plain and simple truth. Also you seem to put too much emphasis on what someone like Tim Cook does when in reality any experienced, competent individual in the company could make similar good and bad decisions. CEOs aren’t bastions of only the best ideas. Many of them make decisions that get themselves fired or kill the company and they pull their multi-million golden parachutes at the regular workers expense.