I believe that people who are not surrounded by software development genuinely don't realize how many times a day a person that writes software sees an opportunity of a piece of software that does not exist. Because they may have one or two ideas about an app that scratches their itch over a longer period, I think they perceive the value of an idea as being higher than what a software developer does, because for them an app innovation idea is a larger logical leap than for people in the industry. I am not trying to imply an elitist point position in developers vantage point, rather I do believe that there is a lack of realization and understanding of the perceived value on part of the other party.