I wrote "Most archaelogists", not all. Among the professionals, is that untrue or less than fair? If archaeology is predominantly a private industry I do need to update my priors.

Yes, the largest sector by far is private. There aren't many publicly funded jobs (annually it's measured in low 3 digits) and the competition for them is fierce. Either way, the ethics are similar.

I don't intend to be dismissive in saying this, but the arguments that you're making are wildly off-base about the underlying subject. Moreover, archaeology for the sole purpose of increasing commercial value violates strong ethical norms.

Lara Croft?

Sadly much more boring. It's mostly the result of heritage laws that require archaeological experts to be involved in construction/development projects under certain conditions. We're usually involved as private contractors either in looking for things before/during construction or rescuing found sites.