Well, the idea will make money (the person who choreographs and integrated the technology). I forget their name but I'm sure they will do well.
As far as individuals in the group, they are all well known dancers already and have their own side projects, classes, forms of income.

I agree about not needing to be professionals. A good example would be Jabbawokies. Are they all the best poppers in the country? No, but they seized an idea (performing poppin dance with masks on stage) and capitalized. (t-shirts, dvd's, cd's , guest appearances, touring)

One could argue the selling out aspect of all. But what I notice is that they get to do what they love, travel, and make money doing it.  Doesn't sound like too bad of a gig.