Buzzy...I agree fully that pride of ownership has nothing to do with what you are pulling.
My point was company vs o/o DOES to some extent depend on what you are doing. My friends in the trash world have a limited pool of owner operators that would even consider doing the job, much less have a truck with the right specs to do it without mtce killing them. Likewise heavy haul applications where extra axles are required. Owner operators CAN do those jobs too, its just the eligible pool is much smaller than say, a van on a Kentucky pin to pin, so therefore company trucks make more sense.
You are right....If a guy has no pride, he shouldn't pull a van load of empty racks any more than a 110' windmill section. But therein lies the problem...there ARE owner ops that shouldn't be owner ops.
Back to the initial, initial point. A competent owner op, in my mind, is not significantly cheaper to run than a competent driver in a company truck. CPM should be very close, or else there may be something wrong with the business model, or the o/o is underpaid.