If a company "creates value" for its users do the users "consume it"? [closed]

If a company is a producer of a product we have consumers who 'consume' it. So we have a "producer-consumer" noun relationship.

But if a company "creates" value it can be called a value-creator. So what would that make the users who "derive" value from it? "Derivators?" Sounds a bit weird. Would they also be called consumers?

So what would be a right word to use for the following analogy:

Producer:Consumer::Value-Creator: ?

EDIT: I don't wish to state if it's business-wise right or wrong. I want to know language wise what would be the appropriate noun-phrase to use in this regard.

E.g.: Google creates value for it's users by offering seamless search, Apple for usability, Microsoft for platform etc. etc. I am using 'Value' in the subjective sense and not necessarily money only.

Solution 1:

Creation of value can apply to shareholders, customers or employees. See, e.g. this article.

I think a good term for those to whom this value can be conveyed is beneficiaries.