In this case, the mark is helping not only the person who lost the wallet, but also the finder by allowing them to gain some reward money while not actually having to return the found item.
In this case the mark has real reasons the could expect some financial gain: 1) There is an actual task to be accomplished, they must be intermediary for this item and deliver it to the recipient. 2) The recipient may very well be believed to be unavailable for some period, and the mark may feel that the financial loss constitutes during this period is non-zero. 3) There's risk involved, as they must put out some of teir own money for the transaction to take place, even if there is expected return. There will likely be a risk/reward ratio that makes sense internally.
To me that very clearly makes it possibe that the mark is honest and non-greedy and will get taken by the con.
Indeed, the more honest and generous the mark is, the more money the con makes.