I got the impression from the article that this was more about framing it to appeal to investors. "We'll use your money to support green tech, and you'll also make a profit."

Grantham seems pretty personally committed to environmental sustainability for its own sake.

Bad/neutral people can still do good things if they take action on things that reward good deeds (with money).

That's why non-profits hire people to help reach their goals.

It's in Grantham's interest to encourage regulation that minimizes carbon emissions (because of his investment company's "Climate Change Fund").

Is it good or bad to set yourself up to profit from that?

Many non-profits are tax write-offs and money-laundering schemes, which I didn't want to get into too deeply as it is off-topic; but it is definitely related and not surprisingly, Grantham is involved in that, too...