I would love to see a startup that focuses on making its customer's lives more fulfilling while at the same time less "affluent", which is possible to because after you have all your basic needs covered (food, shelter, medical care), no amount of money can make you happier... but small things, like a stimulating social life, or a sense of pride on what your work produces, definitely can. The founders of course, would need to be living proof that their startup delivers on that promise, so they wouldn't make a penny more than necessary to live a fulfilling life where most fulfillment came from bringing happiness to others. That's where I think this idea breaks down! I am sure there would be founders doing this if they thought they could make a billion $$$ first :D but if they could do that, the whole motivation for the project would've been undermined already.