It’s certainly true that branding as morally pure isn’t usual beneficial, but even businesses that brand themselves as sinful or evil have internal processes to maintain moral principles. Often to a greater extent than non profits that are selling morality. An example: casinos request regulation to enforce rules about payout odds, while unregulated casinos create mathematical proofs that their outcomes are honest. They also often run programs to provide assistance to customers suffering from gambling addiction. These actions aren’t because casinos are “pure” or making sacrifices; it’s because the expected payouts to the owners are higher by enforcing these processes.

It’s also important to remember that customers are not the only agents that matter to an entity’s survival. Public opinion, regulators, employees, shareholders, etc also matter. One instance of this in crypto is the lack of assassination markets. There’s been theoretical work on how to build anonymous assassin markets since the early 90s but no one has done it even though there’s proven customer demand. Why? Because for someone with the ability to build such a market, there exist better options that have higher payouts due to lower regulatory enforcement, easier access to capital, cheaper labour, etc. Again being “pure” has nothing to do with it since people with those skills do build dark net markets that sell other illicit services which are viewed as not really wrong by a large percentage of the population and as less severe to regulators than assassins.