The challenge here is that there is an implied expectation that if you started or are the primary sponsor of the project, you should be the primary recipient of revenue resulting from same. Often this expectation is paired with a belief that the project and the product are the same thing (lack of competitive differentiation).

The first is not a given at all, and the second is what leads to it being a foregone conclusion with the question being not if but when someone will eat your lunch whether its Amazon or users choosing to DIY.