What's the Incentive Structure?

People want to make great software intrinsically, generally, and they just need to be unblocked. I remember so many times at start ups that i worked at, i wanted to make the soft ware more great for the users. And i was told, no, don't do that. That would be a waste of your of money. So i think, to answer your question about incentive structures, i think that the incentive has to be to make great soft ware, not to make money. These two things are sometimes aligned, but often not alligned.