* they are not the first (or in the first ~50 or so) to get there
* they have a lot of money and a lot of income on Earth
This is kind of a glory-seeking thing for people who haven't made a name for themselves otherwise. Rich people would want to have a return flight. That is not a recipe for making a ton of money.
If you are already rich on Earth, you don't need to take risks that insane to try. In other words, nobody who can afford a ticket to Mars will pay for one.
There are no rules on mars, except the ones that the people who could simply push you out the airlock make. Look how elon treats his workers and you will understand how a mars colony with his backing will look, except even worse.
Can I nominate someone?