component will provide obj.fullname as parameter for setValue, which, in fact can be undefined. After finishing the edit process it will store result value back to obj.fullname
So to work correctly you need to have a column.id set to the name of property which you want to edit.
Starting from Webix 2.3 setValue will receive two parameters. value and obj. So you will be able to access all properties of data object in the custom editor.