Well to be fair to everyone involved its not exactly a fully formed thought, just an instinct that it might turn out this way.
Some clear cut real world examples I think though would be for example Bitcoin beach: Basis Underlying Bitcoin Beach Like Efforts
Another example off the top of my head comes from @thecommoner in his series of articles that are actually just him talking about what he's doing with his Bitcoin apartment renting business that are all titled in some form Property Management built on Bitcoin
this says to me...that all successful businesses operating in our current systems of both Bitcoin and FIAT probably need to operate as not-for-profits and actually provide their "value" to their "customer" at their actual costs...
It was only once a few years ago that actually tried to conceptualize Charity as a business model
To say the least, this is an area of ongoing research and active speculation on my part.