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He wouldn't be giving away any value, somebody else would be starting a company that happened to pay him for service.If he wouldn't be giving away value, then how could there be enough margin for said company to survive? The point of white-labeling is to let other people build solutions outside of your core competency, using your system effectively as a commodity.
For someone like cperciva, that would be giving away an awful lot of value to people whose sole contribution would be marketing and extremely high-level software development.
He should hire to fill this gap, not give away his margins to marketing suits.