I heard an interview with the (one of the?) founders of Craigslist recently, and he was pressed a bit about why they don't make "more of" the web site in terms of making money.
His attitude was basically ..... we feel that we provide a great service to the world that many people apprieciate, we are happy doing what we do, and we make a lot of money now, we could probably make ga-billions but it wouldn't be fun anymore, and how much money does one person need anyhow.
I consider people like that to be modern heros in their own way.
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