A friend of mine is a marketing consultant and a real genius. He got paid $x0,000 to come up with the title and general theme for the book "Rich Dad, Poor Dad".

But the author has made $x0,000,000 from it, despite the mediocre (at best) quality of the book. Really it was the positioning that made it catch on. My friend's career is full of stories like that, so it's not a one off.

If you do work as a consultant, definitely, charge what you can. But no matter how much you charge for consulting, it's never as much as its worth.

Im sure that pg could charge what sounds like a really high rate for his time. But it would be nothing compared to what he can make from equity. And I promise, it would be a lot less fun.