In my experience, it's often still kind of a nightmare to work with them.

1. "Idea guy" comes up with ideas faster than any human being, or team of human beings, could implement them.

2. "Idea guy" gets frustrated because it takes team so long "just to add a button or two" or whatever, and the relationship often sours. Of course, this responsibility may fall on engineers as well, because they fail to realize that communicating engineering issues to non-engineers is an essential part of their job... or they're simply bad at it.

Coming up with ideas is easy.

Understanding end-users and coming up with (non-incremental) ideas to genuinely help them is difficult and is a fairly rare talent.

Coming up with such ideas in harmony with the engineering+logistical aspects of bringing those ideas to market is unicorn territory, and those people are super valuable.