That hypothetical startup wouldn't need to give customer service. You want customer service and like paying large fees? Go to stackexchange, you want a working solution at a huge discount? You come to the hypothetical startup.
Basically its the case of Stackexchange playing the role of a big pricey inbred company, and you giving them the 34signals option
3 programmers * 2 weeks * $100/h = $24k
Or, the ability to run this right now for 10m to 2 years.
Don't forget to include all the office space, gym membership, soda, insurance, maternity leave, matching 401(k) contributions, hardware, software, internet access, telephone service, tech support, sysadmins, office managers, etc. necessary to support that one programmer.