Craigslist

This article from MarketWatch stands out to me. Every company is looking to maximize profits, but Craig Newmark cares more about providing a service for the greater "social" good.

"Their noble stance gives entrepreneurs from San Francisco a great name. Despite the many unfortunate examples of greed, Internet entrepreneurs aren't all about getting rich quick and cashing out. At an entrepreneur's roots is a vision to provide a service that helps alleviate a pain point. The money thing always muddied the waters down the road.
The attitude at Craigslist is a nice reminder of how entrepreneurs' ideals can still remain intact, no matter how odd they may seem in a world that worships money."

Ethics in entrepreneurship is something to keep in mind as people focus too much on the money and not on the purpose of the product or service.