He's made thousands of people work for him for free and contribute data for him to sell for free. By most business definitions he's a legend that all other ceos wish they could copy.
Exactly. Reddit mods and Wikipedia admins both get to be kings of their little fiefdoms. The power/pride/whatever is payment enough, otherwise they wouldn't be doing it. They are intrinsically motivated.
Being a mod for something you are passionate about is intoxicating. It is an awesome feeling to know you've contributed to the growth of something you care about.