I'm a developer, I remember one time I needed to have a particular piece of functionality in an app. I could have built it, but I found that someone was selling what I wanted for $3.00 on the internet, it was a no-brainer. I paid with something like gumroad, downloaded and plugged it in within a matter of minutes, vs the few hours I would have spent writing/debugging.
I live and work in the UK, my designer friend lives on the other side of the world.
Whenever he has a new design for an app I'm making, he sends me the PSD files, I cut them up, export the images, add them into the app, compile and send him a new version of the app. Rinse & Repeat.
This is a crazy way of working. By allowing my designer friend to login to itheme.com, he can create different layouts of my app and test them in realtime.
I can then look at, and try out the different themes.
I have a huge business crush on Teenage Engineering, I think they have handled this situation extremely well. I don't know of any other company that has done this with their products.
As the developer of www.psd2html.co.uk I can honestly say I am very happy that someone else out there is doing something similar to me...you might ask why?
When I launched Psd2Html in late 2010, I was unable to get on the front page of HackerNews, or any other website for that matter, I was down-voted to oblivion. I had insulting, slanderous comments posted on the Mac App Store which were untrue.
I was ridiculed by "hand coding only" services like www.psd2html.com, the employee lots of people and don't want to make people redundant, but the problem with this approach is that they will never move forward.
I was certain, and I'm still certain hand-coding will go the way of the Dodo.
So Markupwand, thanks for re-validating the idea, and I'm glad I'm not the only one who thought the idea was worthwhile.
I can see that I need to enhance my service/business model/add relative CSS positioning as an option.