Money for me.  Technically I have a "smaller" title than I did this time last year at my old job, but make 12% more and am much happier.  The company that is buying out the one I work for only has 150 job titles for over 50K employees, so they allow "marketing" titles: call yourself what you do (with manager approval) rather than the HR title.  

For me, bring enough money to the table and you can call me the maid.