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I think the crux is that you say "Assuming that everything is a push in terms of pros and cons between the two companies", but the fact is that they probably aren't, and those non-monetary factors can affect your happiness, whether you're cognizant of it or not.
The example I always give people about my job is freedom. I work out on the company clock nearly every day. A lot of days I eat lunch at my desk or work late and more than make up for it. But some days I don't. And no one is watching me and auditing my hours. I can go run errands during the day if I need to. If I get my stuff done, no one messes with me. I'd turn down a 25% raise in a heartbeat if they told me I had to be there 8-5 unless I got it cleared with a manager.
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