I think any product, service, business or individual that tries* to tip its hat to the divine spark becomes utterly compelling. We're not talking 'green' or 'eco-friendly' or 'non-aggressive' business here - soulless pacifism stirs nothing! What I mean is there's a part of all of us that yearns to find a way to express itself, to escape the 'human condition' and shake off the shackles of limitation - and when we recognise an ally in this space that ally becomes a soul mate and a friend.
And of course this is its own reward. Fame, fortune and all the other success trimmings? - mere side effects.
* 'tries' is the operative word here because intention alone seems to be enough - with commitment the 'means' and 'practicalities' tend to find a way of just working out.