That may be, but it's the rare equity negotiation I enter into where the party with "the idea" understands that they're not going to get majority ownership.

While I feel that I agree, I'm having a hard time thinking of any counter examples this morning. Perhaps there are there specific industries where the focus isn't executing or creating but instead just being the first? Pharmaceuticals?

Pharmaceuticals seems to be a good example: it's one of the few industries where getting the consumer to know of your product is not the issue (Steve Gary Blank wrote that, if a company found a cure for cancer, marketing would be a non issue). At the same time, being the first with the product guarantees patents and there for lots of money.