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Rich people can already do this and do. It's capitalism at it's finest. Without this reward, there would be no reason to try to get rich and we'd all do the bare minimum.
We could probably look at this from another angle, such as what if a child is born with AIDS and we have a cure for that.
This is no different than when IE8 was released and IE finally supported CSS 2.1 when all the other browser vendors had.