Even if an idea is great, 99% of the actual business value comes from the execution of it. That is not news - remember the "genius is 1% inspiration and 99% perspiration" quote by a certain famous inventor?
Vs. from everything I've heard [IANAL, etc.], the legal system wants to treat folks with ideas as super-psychics, who've somehow foreseen winning lottery numbers and bought the tickets. Vs. those doing the 99% as delivery boys, who dutifully carry the magical winning tickets to Lottery HQ's Jackpot Claims Dept.