It's effectively the same thing, except that the set of people at the top of the pyramid is larger. It's still most lucrative for the creators, it's just also highly rewarding for the earliest adopters.
Put differently, my point is that "ethical" launches are simply good marketing, and are quite compatible with the sentiment expressed upthread that "[altcoins] are schemes to lure money into the creator's wallets". If a given coin becomes popular, the creator is going to profit immensely from it whether or not they engaged in pre-mining. By doing an "ethical" launch, they're making it more likely that the coin gains significant adoption, albeit probably decreasing the expected size of their payout. That seems like a smart play, given diminishing marginal utility of money, etc.