"...can sell ice to an eskimo..."
But can't sell a programmer, and college friend, on the idea of not being a "dick" to them? Sounds like the two founders have zero skill but do have HUGE egos.
They're paying him $25/hour below market rate, he's got a house and family, they have yet to provide him with any equity in the company after he's worked 100 hours on the project, they refer to him as a "kinda founder" and they're getting a special discount because they're college chums.
Are you sure the programmer is the one being the dick?