Quite a lot of scientists did/still do this. Heck, there's even a trope about it on TV Tropes: http://tvtropes.org/pmwiki/pmwiki.php/Main/ProfessorGuineaPig ht

Quite a lot of scientists did/still do this. Heck, there's even a trope about it on TV Tropes: http://tvtropes.org/pmwiki/pmwiki.php/Main/ProfessorGuineaPig http://tvtropes.org/pmwiki/pmwiki.php/Main/ProfessorGuineaPi... But I suspect it's slightly rarer for CEOs of science based companies to try this stuff out of themselves. Could be interesting to see what happens.