I have an answer, provide people with tools that make their lives better. Does the service you're providing actually make people's lives better. And I don't mean does it make their lives more entertaining. There's no objective way to measure this, so it comes down to a VALUE judgement. YOUR value judgement. And it's not about making money, it's about making products, services and tools, for people. For people, like you, me and your mom, and my mom.
Also you said 'These users even have names. They're called "whales"'. No that's not their names, their names are bob, joan, mike, susan blah blah blah even if you don't have those names in the data, they exist. seriously, its easy to forget when you abstract them away, but there are actual humans at the end of each one of those clicks.
