Stephen's book "One Simple Idea" is amazing. I love the concept. But I have never officially licensed a product - I've always focused on the marketing. So I don't worry about protecting or selling the idea - I just sell the fire out of whatever it is. He's got a very legitimate approach although it's fairly complex for most people.
I tend to agree with you but I want to fully explore the option as it could be an income stream that could free up time and resources for other ventures. He (Stephen) strongly suggests working with a mentor, am hoping there is someone here that can help