Choice.

As others are pointing out, there are intangibles. It's not all about money. That being said, I'm not going to volunteer my time working for a massive for-profit company, so that it doesn't have to hire my peers and pay them what they're worth. I will volunteer time and energy, yes, but to sites like DSLReports, and to my web host's online forum, where staff participate and answer questions when the volunteers can't. Lithium Tech's business model is exploitative. I find the following line from the article particularly revealing: "It [customer service] is, after all, a field that companies typically regard as a costly nuisance..." Dang those customers, anyhow!