(Very) few do get rich by leeching publicly funded research for spin-off companies. High level admins can get relatively rich from obscene salaries, but they aren't the ones applying for the grants or doing the research.
Probably not altruistic, but not usually primarily for money either. If money is what you want, university is a very bad place for trying to get it. People do do things for other reasons than economic gain regardless of what the prevailing economics dogma and ideology claims.
Of course grants are an economic incentive to do something. But not all economic incentives are profit.
Edit: To be clear, universities as such don't generally apply for research grants. Researchers in universities do, and for getting a grant they get the luxury of working for a salary for a few years, or getting somebody else to be paid for their work. Universities do take a cut (overheads) from the grants to nominally pay for infra and admin etc, but in reality a lot of it is spent on all kinds of non-related things like teaching and alumni dinners and chauffeurs for the provost.