>>haecce+Pa
Probably more like doing what you're better at. Maybe one had the idea and the original vision, so they became CEO by default, whereas they might actually better at developing the product and should do the CTO role instead. But since it's their idea, they are relatively good at evangelising it and relating to the public, investors, and customers. However, the other might be much better at that than at CTO, so the company would benefit by swapping roles.