Its a business, most business men get huge enjoyment and fulfilment out of earning as much money as they possably can, the rest,? well they just moan and bitch about their bad lot and go backwards.
Some people, believe it or not, are happy that their business net income is sufficient for living expenses and inward investment.
Perhaps they could make more money doing something else, but growing and developing a business gives fulfillment that can't be bought.
They get enjoyment from their vocation, their way of life, their friends, their family, and are content.
Capitalistic greed, showing off a chipped shoulder, and a need to make themselves feel better by demeaning others aren't things that give them enjoyment.
You could try it sometime?