From the Times Online, dated Sept 3rd.:

http://business.timesonline.co.uk/tol/business/industry_sectors/technology/article2373811.ece

"Mr Wales believes that users will not object to helping a profit-making project because “it is fun to share knowledge” and because they will want to reduce the power of the search giants Google and Yahoo!."

Well, factually, he may be right, but it's the rightness of TV preacher selling "love offerings" to those looking for spirtual salvation.