Except it is, to your employer. Unless you are close friends or family with the people who run the business, you are just a brand of coffee beans to them. (and if you are friends or family, these decisions will still need to happen, but they'll hurt ten times worse when they do, which is why you never do business with family).
Accept it, and you will have much better success when negotiating your salary and planning your career path.
Accept it, and you will have much better success when negotiating your salary and planning your career path.