Yeah - the tenured professor is complaining that his management talks big but when it comes to showing actual appreciation, they complain that his evaluation figures are off. It's not the money - it's the fact that when it comes to real appreciation, they show what they really think, which is that doing something about cheating is unpopular and they don't really want to do it.
tl;dr: it's the respect, not the money.
Yes, most people won't work for free (note that there are heaps of charity workers, though, more than .01%) but it's not about "working for free"
http://www.youtube.com/watch?v=u6XAPnuFjJc
Watch this video - it makes the point that money is indeed a prime motivator... until you have enough to keep you fed and housed. Then it changes - and not only is your 99.99% number meaningless, but straight out monetary rewards can reduce performance.