When starting any business one of the most important points is planning your exit strategy.
If you plan to sell it's important not to brand the business with your identity because you don't want you being the asset. That is one of the most important reasons to use pen names. Set up your business as a limited company, with it's own bank account, Paypal, Clickbank etc then selling is simply a matter of transferring shares and logins.
The way wealthy people do it is to never spend income that a business generates, but invest that income and live off the returns from their investments. May take a lot longer to get that dream house and dream car but when you do it's not dependent on business income, so the pressure is off.
