I'd rather the original creator be talked into a 'premium' B2B brand where he nets the profits. Then again, if refuses, I suppose there is nothing unethical with someone doing that.
Another possibility would be for there to be an 'authorized' premium B2B version - where the original author gets a certain X% ownership, and the slick-marketing type does all the fluff/flashy stuff that adds value for that set of customers.