Turn-key solutions for creating basic sites have lower margins but make it up by being able to sell at larger volume either by offering the same set of themes o

Turn-key solutions for creating basic sites have lower margins but make it up by being able to sell at larger volume either by offering the same set of themes or offloading design costs to the community or customer. If that's what he's going for, then it's workable, and I agree with you, it's a good market to target. But that's rather different from creating custom prototypes for $99.