I can’t answer the question specifically (i.e. what such-and-such a creature was for), but I think I can give you some ideas as to how to use ZBrush commercially.
ZBrush can be used as a 3D modeling tool
In this way you can use ZBrush to create very detailed 3D models for a wide variety of uses, whether for a final, still render or for animation. Just think of 3D and you get the picture.
ZBrush can be used for low-poly modeling
Though this is not ZBrush’s strongest area, you can indeed use ZBrush to model low-poly models for games and other real-time 3D applications. With the recent release of Z2 it is even better because you can create, at the same time, a low-poly and hi-resolution model of the same thing. Thus you can use one for animations and cut scenes while the low-poly model is used in game.
ZBrush is a 3D painting tool
With this in mind you can import 3D models (or create them in ZBrush) and paint the skins on them in a very unique way.
ZBrush is a 2D painting tool
You can paint in ZBrush like you would in Photoshop, Painter, etc. So you can use ZBrush for all sorts of 2D illustrations.
ZBrush is all of this at the same time … and more!
This means that you can do all of the above (and more) all at the same time. Model, paint (2D and “2.5D”) and create a final composition for your client.
How do you make money with ZBrush? That is up to you, your imagination and your work flow. For some it is a tool to add details to an existing model more quickly then you could in a traditional modeler. This saves time and, as you know, time is money. For others it is a unique way to create unique illustrations for their clients. The uses for ZBrush are as varied as the medium it covers.