It is completely logical what is happening here. What is valued most by many people in our society? Yes, it's money. So what these people do is simply apply what our culture teaches: go and earn lots of money. In other societies (in the past , now , or in the future , or elsewhere on earth) other values were or could become the most principal ones : knowledge , education , honesty,
... . Apparently we value knowledge , but maybe not enough. If knowledge gathering would be considered as the highest good then our society would have taken measures to associate a very high value with it , easily attracting the best of our minds.