I agree that majority of managers are attracted by large sums of cash and other perks and were probably even more just a few years ago, but not all. JAL's CEO cut his own wage (from article it seems like that only his wife didn't like idea too much;) ), he's Japanese and I don't know their culture and values good enough to understand if that's normal or not for them.

However founders don't work 24/7 for the reason of cash primarily. I do work to show my talent, to create great work, perhaps even change the world for better. Can't do it for nothing as I need some cash for living, but you get the idea.