I think it really depends upon the business. I mean, a genuinely bad programmer, who doesn't merely fail to positively affect a codebase but actually manages to worsen it, will be bad in any programming business. However, many software shops just won't see the return on having a superstar. For instance, consider a shop writing Excel VSTO plug-ins: it's not wildly difficult work once you've done it a few times, but the work is time consuming, so it'd make more sense in that business to have good programmers who can work together and cover each others' backs than it would to have one brilliant programmer who annoys the rest of the team into leaving, or bores the rest of the team into losing what little enthusiasm they have for an already fairly boring niche of software development.

It may not make sense to choose personality over technical chops if you're trying to hire a language designer, but it may make sense to do so if you're in a niche which requires teamwork.