I don't think anyone is explicitly faulting Joe for trying to make money. The initial assumption in this comment chain was Joe NEEDS money, which is unlikely. The man can be enterprising without us having to pretend his family will starve otherwise.
Also, the reference to "doing what's best for his family" is often used to describe making ends meat, not making sure 30M a year doesn't become only 10M a year.
I think having both phrases in one comment made people rightfully see it as a bit strange (hence the response) given he's a multimillionaire.
Actually I think that's entirely appropriate. Seeing a loss of earnings that large would be devastating to any individual or business.