[frostmatthew]

> when the plumbing proprietor shows up at your house, he isn't referring to himself as the CEO

What does he refer to himself as?

Probably plumber - but what's the equivalent for a CEO? Head of Sales? Lead Developer? General Manager? The CEO's duties (at a startup) will vary from startup to startup. [I'm not disagreeing with you - I'm just not sure there's a better option]