The more Airbus or Boeing own inside the aircraft, the more they can play into this model. 787 is a great example of Boeing hurting themselves through their outsourcing, but greatly assisting their suppliers.
these day's there's not many "parts" outside of fuselage and flight IP that someone like Boeing/EMB, etc. owns that wasn't outsourced:engines, air data system, actuations, cabin, flight controls, landing gear, etc.. THere's nothing really that the A/C mfg could "service" to ever make back a 300mil airframe. the A/C sell for the fixed cost, sometimes the operator gets to select their own engine, but othewise they buy it for cash, not for future services. boeing and other A/Cs would not survive on maintenance plans because there's very little they actually maintain.