A friend of mine didn't get a promotion at Google because he was told that though his work generated >1B of revenues for the company, it was not "hard enough". He left the company.
This was one of the primary reasons I left. I had a project that enabled more than 100M+ increased revenue globally and the sales teams it impacted loved my work. But it wasn't considered hard enough or technically challenging work by engineering leadership so I got CME. That was it for me.