If it is the demand drives up the tuition cost for those non-profit universities, then why not build some for-profit universities here to cater the additional demand?(such as Trump University, or University of Phoenix)
Or perhaps we could further refine that "love for money" as "beyond necessity" and "within necessity"...but the problem is very difficult for an external observer to tell where the boundary lies for a particular entity -- although that boundary does exist in many cases...
Another one is that "non-profits" (in the tax-code sense) are actually allowed to make a profit (both in the accountants' sense of the word, and the ordinary sense). Hospital systems, for example, often make huge profits, while hiding behind a non-profit status that they've inherited from the bunch of actually-charitable nuns who started running the hospital 150 years ago.