No incentive options, why do they not buy shares and hold them...

No incentive options, why do they not buy shares and hold them like the rest of us.
They if they deliver and share price rises they gain the benefit of their actions, if they fail and the sp falls then they suffer the loss like the rest of us.
Giving them free options at a low conversions price means with little effort they can be rewarded.
How about they give the same number of free options with same conversion cost to all shareholders, which if they get the options in the money and holders convert options to shares its money in the bank for the company