So Max has to be able to code for it to be viable?

They have the funds to employ more qualified people to do the things they need.
Qualified coder will create his own cryptocurrency and ICO. Why should he work in Lisk?

Every single one of them?
Riiiight.
Like every web developer runs their own agency.
Or every mechanic has their own garage.

Next!
fixcrypt (ARK), Boris Povod(Wings).... Why they don't want to work in Lisk ?