This is pretty fascinating. I guess you can think of a hierarchy of business models that would go something like this, with increasing power and increasing profit potential:
Level 1 - Sell vitamins. You control the supply, but have no control OR understanding of the demand, and in fact you don't even know if there IS any demand at all, but you go on preaching about how good your vitamins are for people. (Most start-up ideas fall in this category.. haha, just kidding.)
Level 2 - Sell painkillers. This is the 'lean' movement / customer development school. You control the supply but only AFTER you've gained a sufficiently deep analytical understanding of the existing market demand. An order of magnitude better than Level 1.
Level 3 - Sell recreational drugs. This is like 'duh, hello' for everyone in the world, except for entrepreneurs, where we apparently call it 'habit forming' now and it's the new hot stuff :) You fully control the supply AND the demand, because you invented both to begin with.