I disagree. Not wanting to code is not the same as not knowing anything about the product, or wanting to. There's so much more that goes into a successful product or company than time spent coding (marketing, design, testing, sales, industry/market immersion, etc.). As a developer and co-founder, ideally I want complimentary skill sets. Being able to write code may be an overlapping skill, but it's not required.

It is like saying a given business which sells through the phone is about phones. Phones are just a way of doing it.

Instead of just selling horses, you can make a startup that makes it easier for for people who want to ride horses but can't to ride them. You could have a stable with restaurant to let people watch others ride them, etc. Simply because you don't know about horses is not the problem, because the problem is finding ways to bring people to horses based on the public's opinion of horses. Your horses don't need to be looked after by the world's most knowlegable horse lover, just someone who sort of knows horses and is willing to learn will hopefully keep your horses in good enough condition until you can hire more horse caretakers.

This analogy works very well for tech startups too. You don't necessarily have to know how to make the website, it can be enough to know how to create something around the website (physical deliveries, or whatever) and just get some bare-bones barely functional web presence that you improve when you get traction and funding.