They learned from the Google school of public relations. ("What, make money? Hah, hah, we're just a bunch of geeks who like interesting problems, no crass lucre here, no siree!")
http://www.merriam-webster.com/dictionary/lucre
The most common phrase that uses the word lucre is "filthy lucre," a reference to money being something that distracts noble people from pursuing altruistic goals.