Yeah, I mean, I'm just talking about staying "on top of" the personal cost of doing upgrades rather than being "underneath them," so to speak.
With the cheap international exposure you get on the web with new service ventures these days, I'd say it's worthwhile to build a serious business, rather than just do some kind of "for-the-tax-write-off" thing (which seemed more popular to do in the low small-business-exposure, 70's and 80's, at least around the mid-Atlantic area).
Any business major/MBAs on the forum want to do an analysis of how much in annual per owner upgrades would be enough $ to offset the personal time/learning curve/money investment involved with operating such a business, with it's corresponding "shelter" ability? (You'd probably have to do $30,000 a year in upgrades to make it worthwhile :) ...not that that's a bad thing).
Yeah, advertising and so forth is good. But, one must investigate the federal and respective state's tax codes. Frankly, you'll probably find you can get a handle on government codes pertaining to this type of subject matter better than your local tax advisor. However, always good to have a tax advisor on the payroll in case of an audit.