Who is working on ethereum 2.0 upgrade and what’s in it for them?

I believe that developers are a key factor on which cryptocurrency will be the most dominant. Therefore I’m trying to understand the incentives on why someone would work on ethereum 2.0 upgrade. How does someone get on that team and are they paid? How many people are working on it? As a top tier developer, it’s seems more financially lucrative to start your own coin and keep developing it rather than become a developer for ethereum 2.0 upgrade.

I’m new so I’m aware maybe my post doesn’t make sense.