Yes you do, you always do in a way or in another. Michael Thompson or Google (to stick with your example) would beg to differ when it comes to a large lawsuit like FB or some national court case.

As I wrote a business (with assets this and that) is great if your personality or you are willing to be up there even when the shit hits the fan. I've made xxx,xxx for the last several years without ever having ANY product, ANY brand, ANY business and you'll probably never know who I am. My affiliate programs get shut down? I change shop. Chances in any given niche there's nobody with a competitor's aff program are NEGLIGIBLE. This is a bit like when the average self-proclaimed gurus write about "creating your own product" if you want to go big blah blah blah. This always implies you'll have that EXTRAORDINARY idea (and ehm connections for the launch) that will make ppl buy your product (that's a very "best-case scenario", arbitrary assumption). As a simple affiliate I can always promote gazillion proven, best sellers. And as I wrote these things are not mutually exclusive (I can do that while I try to create my best next hit..), ditto for this business / method distinction but it just depends what your personality / you are up to more than anything else.