One thing I've discovered as I've grown older is just how much the concept that business is about money is bullshit. That's a theory about business and it doesn't describe reality very well. Business is much more about power and ego than it is about money. You see this with small businesses most directly. Lots of small businesses fail because they don't do the obvious thing to maximize revenue and profits and to stay in business, instead they do things that only make sense in the context of the owner's ego and sense of power.