They do need to make money. How would you have them do it?

My preference is a markup on the cost of validating alleged attributes. If you claim to be 6'2" tall, that might be validated with a notarized statement from a doctor. If you claim to have a degree, that can be checked via the usual electronic clearinghouse non-profit that universities use. If you claim to own property, county records can be checked. All this costs money. Apply a markup, and that gives a profit that will seem reasonably fair to most people.

Another way is to sell the obvious products, ranging from condoms to wedding rings.