You brought up something very interesting that I wish more people emphasized when discussing PARC. Alan Kay and his colleagues were not indifferent to business, far from it. In fact, they actively tried to get Xerox to commercialize their technologies. Many of them got frustrated and either joined other companies (Alan Kay went to Atari before going to Apple, Larry Tesler joined Apple before Alan Kay did, Charles Simonyi went to Microsoft and took Bravo with him, which helped lead to Microsoft Word) or started their own (Adele Goldberg started PARCPlace to commercialize Smalltalk).