Why is adding an incentive mechanism to "pinning" files on IPFS inherently wrong? If you find the right incentives to a tech problem, that pushes the tech forward right? Like Satoshi Nakomoto putting together the right type of incentive to be able to create an almost unhackable network in Bitcoin (along with Ethereum and others).
I'm not yet saying that Protocol Labs will ultimately find the success they're looking for BUT writing off their efforts as "just a way to make money off of cryptocurrency" I feel is pretty dismissive.