Exactly! Ownership is not in it for revenue. They'll say they don't care about revenue to everyone who asks. To be baffled, one has to ignore all of that.
There is strong nostalgia for aw-shucks persona of an inventor-turned-business-owner.
https://www.cnbc.com/2023/05/16/cnbc-exclusive-cnbc-transcri...
https://www.rev.com/blog/transcripts/dealbook-summit-2023-el...