It must be hard to resist a big payslip, we're all humans, heads of family, we want to provide the best for our beloved ones.

I see a veneer of disdain to Norvig's attitude in your words. I don't know much about this criticism, but to me he has done a lot of good to us researchers with his AIMA book. In fact, this is the core that vertebrates my blog: http://ai-maker.com/. In the end, Goertzel (guru in AGI) works again for a financial prediction firm, doesn't he?