This is a very pragmatic look from the other side it touches on a lot of fact that I think non-technical people just out right miss. Many times the business personell value the leads and skills that they posses once a product exist while the developer values the fact that they are for all intents and purpose the product. Given the lack of knowledge about the subject of technical matters, I believe that many people see a programer as a programer much the same way that one would look at a CPA or an electrician. Just pick one, and get on with it is a prevailing attitude. With that can come a feeling of you should be lucky I am including you in on my idea, and that is where things deteriorate quickly. The non-technical person believes that they are bargaining from a position of power and the technical person (the kind that can get it done) knows just how scare they are. Generally the non-technical person only finds this out after the fact. Anyway the non-technical person walks away from the experience thinking that all technical personell are difficult and have unreasonable expectation, when in fact it is they who are putting up unreasonable demands if one where to break down the value proposition. Anyway, good article that may help shed some light on the subject to those who believe they are banging their head on the wall trying to find a technical co-founder.