No money to be made via the protocol itself, true.

But we obviously hope that OpenBazaar becomes widely adopted and we then have a large group of people to sell (optional!) services to.

We (the company I co-founded, OB1) already have a search engine for the network and a verified moderators service that helps people know who to trust on the network. As the network grows there will be other services to offer.

Thanks! Good luck

How does the search engine work ? (I'm interested building a search engine for IPFS)

It's important to note there are plans for the development company behind OpenBazaar to launch a token[0].

[0]https://www.coindesk.com/token-summit-surprise-openbazaar-la...

It's also important to note that distribution plans are not final so there's no reason to believe money will be made from it.