In those tech companies, that knowledge has arrived. Of course, among software people, similar is true, because who doesn't like being told they are important and valued. But there are various kinds of "tech" companies. Ones founded by hardware people and EEs, where the key innovation that made the company big was in hardware design. And ones founded by software people in their dorm room or something like that. Usually companies from the latter category offer respect to software engineering, while companies from the former category see it as a cost center and something that ideally you'd out source.

DSLR manufacturers got big by making great cameras. They didn't really feel the need for making good software. Compare this to Google which got big by implementing a clever algorithm and using distributed computing.