Disputing the notion of "self-made" is generally an attempt to deliberately misunderstand the point in order to derail the discussion, thus making discourse impossible.

No one who uses the term "self-made" literally believes that Howard Schultz never hired any employees at Starbucks, they mean to say that for someone who was born in the projects, he did very well for himself. Pointing out he hired employees adds no value to the discussion, so it's not why people point it out.