no, it is about dollars...eventually. He wants to make the site profitable so that he can show the detactors. He wants to be able to say "I told you so" and bask in its glory. Same with FAU, everything he touches, he turns into a LLC. But even that's about ego too. He'll whine about how terrible his life is going, and how he has all these grand ideas for FA, but has NO idea to implement them, and then he'll sit on them or FORGET, so when it's brought up that he promised x and never delivered, he gets all flustered and tries to shut people up.
He's so damn sensitive to ANYTHING negative said about him, it's rediculous. Two posts on the same issue in a negative vein is "massive drama" for him. Above 5 posts across the internet? "Everyone's riled up about it."