Benevolence is about a whole lot more than just being nice. People can only be dismissive of being here to give if they do not understand the complex nexus of character traits and feelings associated with it.
In the Broadest sense, there are two kinds of people, or perhaps better, two “ways of being”. Competitive or Cooperative.
A purpose driven business is a business that sincerely pursues a Benevolent Intent. It is clear that a business which claims to be there to serve its market would trade very differently from a business that is there purely to enrich owners.