The Free Software Movement has a great goal - protect the end user's freedom.
Catch is, in spite of being the backbone to a multi-billion dollar industry, most actual Free software does not directly pay the author's bills. Also they have a reputation for trying to convert people in uncomfortable ways: sort of the overly enthusiastic vegans of the programming world. "Fine! You're right! Everything you say is true! But the hamburger tastes better, so too bad."
A metric to play with: instead of "how much money can I make" or "how many users can I get," what about "how many people can I liberate?"
"Liberate from what?" would be a fair question, but on some level, who cares? If the answer is more than one, it'd be a life well spent.