I just witnessed an example of more or less this at a startup I’ve been contracting at. The engineering team on the core product is tiny with no slack for extra projects. One non-technical founder and a few other non-technical people build a prototype piece of software using AI and low code tools for facilitating another revenue stream. They started using it with a few customers and raised more money around it. The money they raised is going directly into expanding the engineering team to work on both products.