Generalists are considered to be mediocre (jack of all trades, master of none). I don't know why though - maybe it's because many developers calling themselves specialists in a domain are doing the same thing for 5-10 years in a row and it's scary when other people take a different path.
The reason that everyone thinks 'desingineers' should go into entrepreneurship is because of the tremendous advantage this gives them. Bigger companies are failing to capitalize on people with these skills. These same skills allow desingineers to produce higher quality work at a faster pace for a cheaper price then any other combination of programmer and/or designers. This naturally leads to a competitive advantage that can(should?) be capitalized on.
In my experience, a designer-coder is always in demand and can name their price.