It breaks down when we know that Apple got paid for every copy of OS X that Psystar shipped. I don't know how Apple does the internal accounting, but they may have gotten paid more for each copy of OS X with a Psystar than when they ship a Mac loaded with OS X. I'm considering that retail generally costs more than pre-loaded.
Of course I still can't see why anyone would buy one of these, but that's a different issue.
Joe and John are paying the cable company and the satellite company for the service they receive. They are merely reselling it...
The guy who was selling the DVDs ... well, he owns a digital camcorder small enough to sneak into a theater and taped the film off the screen. He paid for his ticket... he's just selling the experience he bought and paid for...