This idea that you're supposed to accept worse pay because you believe in the idea doesn't apply to George. If his companies succeed, he'll be rich. Of course, there's nothing wrong with even working for free if that's what you like, just don't make a moral principle out of it.
I don’t mean to imply it’s to get employees to accept lower pay. I mean that there is some implicit screening against people who are solely optimizing for high pay.
Lots of reasons why you would want to simultaneously pay well and not attract people who are optimizing for pay.