I agree; software people tend to think about business in terms of software. But if you're a production company then you should focus on your core competency and outsource software development. You generally don't have the in house expertise to manage software projects.

Conversely, if you're a software company and have media production needs, you generally don't in-house it — you focus on your core competency and outsource media production.

Software people tend not to question outsourcing when it's done by a software company outsourcing things outside their core competency.