I seem to have offended, Alex. Do accept my apologies and let me rush to assure you that there was certainly no derogatory intent. I'd still struggle with the word altruistic though; somehow signifies a greater purpose or calling and i'd still like to look at it as a job. More on that however another time; i do digress... Am completely in agreement with the rest...and dont u see, that is exactly what i am searching for. The word that separates the coca cola companies and us? somehow the entire essay seems somewhat bereft without the word. The word that implies professionalism without the intent of making a profit. A counterpoint to capitalistic enterprise, maybe. But what is it???? I still can only come up with not-for-profit.