And thats where you hit the grey areas Ray - are you then paying for the software, or for the work done in packaging it in a specific way? A commodity, or a service?
I would happily pay for someone to package a piece of software so I dont have to compile it, or to package a certain group of moodle settings and plugins, but thats different to someone just taking a theme or a plugin and putting it on another site, basically unaltererd and charging for it. Legal under the GPL yes, morally right - questionable?
I think your example is more along the lines of the kind of service offered quite appropriately by many Moodle Partners - it adds value and they charge for that added value.