I define B2C businesses on main street as everything from a regional chain of plumbers to a medical practice with 10 or 15 doctors in one area, to a realtor.

It sounds like you are very much motivated by optimizing processes and profitability, and/or the income that doing so provides you. What I've realized is that in many ways I'm not sufficiently motivated by that. What motivates me is the gratification I get from seeing every day people impacted by my work.

Nothing wrong with that, just different things for different people. In fact, you may be a more "enlightened" being because you can focus on the longer term rewards.