In my opinion (which may not be worth squat), E
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Each individual that works at these companies are individual contractors with the companies (except for the CEO). So, you can have John Doe work for both companies waiting until one of them blows up and Doe gets paid.
I've done work like this for several companies. They use my credentials to solidify their knowledge base and company appearance and skill set.
Say I'm a shirt designer, at heart. I design and do artwork, as this is my passion. I have some friends that each have their own company and both of them are trying to find distribution deals so we can sell clothing at the high end stores. Whoever gets the deal, they'll make big money and i'll get my 35-40% cut. The other company, if they get a deal, I'll get 35-40% from them, as well. I design, they do business.
We have doctors and scientist at heart. They are trying to make one of the largest breakthroughs in the treatment of cancer. Then, there are the business friends who will help them out financially with hopes of getting the big breakthrough. In penny's, I would assume this is the norm until a big break happens. Then, the other company that has similar approaches will also benefit.