Gosh, that attitude couldn't be more different in Beijing. Here in the PRC, business owners and entrepreneurs are viewed with some suspicion, a holdover from the revolutionary days. For example, Li Ning was a national sports hero, and he really sullied his reputation by going into business and founding a big sports clothing brand. Folks just don't believe that you could get that successful honestly. The expectations of corruption are too high.
Sure, people want money, but most believe that the only real way to get it is through some kind of graft or payoffs. Thus, the way to get wealthy is to get a high job in a large and established company or government organization, and put themselves in a position for the inevitable kickback. They may not paint it in those terms, but that's basically what those students were asking for.
Now for the caveats: There is an AMAZING amount of entrepreneurial activity at the bottom of the food chain, and there is definitely an emerging entrepreneurial class. China's also a huge and diverse country, and there's definitely pockets of Silicon Valley-like activity. However, culturally they're swimming upstream.
Frankly, I fear for the economic future of China unless they kickstart some more private business activity (particularly startups). The majority of economic activity here is in massive sluggish state owned enterprises, and that's a recipe for disaster if this economic downturn is long and nasty.