The motive still remains profit, even if it is emotional vs. monetary.

So, isn't that the reason people take risks and start businesses?

I help my 89 year old neighbor by shoveling his driveway when it snows.
Do I profit from it? Well, I feel good about is, so I guess I do. Just
don't call emotional benefit 'profit' too loudly, or those left-wingers
will want to tax you on it.

Tillman