A very good point. I used to work for a Co that made 3-page websites for tourist operators. Then I'd have to try to trick people to visit/stay on the site - making me feel like a used car salesman.

Since then, the most rewarding work I've done is on community websites. There, (like here), you can pop into the chatroom and meet the users. I find it much more fulfilling to actually be producing something that the users enjoy. Vroom, you've got a good job :)