People instantly think 'non-profit' means 'virtuous charity', but first of all not all charities are doing things you or anyone else would agree are genuinely virtuous, and secondly non-profits aren't necessarily working on any kind of 'charity' as a reasonable person would understand it. People should remember - 'non-profit' is an administrative status, not a comment on the value of what they're doing or their motivations for doing it.