Maybe this story would be better framed as "how to convince people that your $2K redesign is really worth $25K." I mean, if the guy is the CEO and this took two weeks, $22K "savings" over two weeks works out to about $500K/yr, which is probably near the value an average CxO sees in themselves.
I don't understand this viewpoint at all. No one is holding a gun to the designers heads. When I first got started in marketing and SEO, I did a lot of work for free. The confidence and references it gave me let me get paid work very soon after. Are you saying I shouldn't be allowed to do that?