[The Saucepan Man]

Nice avatar, Eomer. You can't go wrong with Joe Cool.

However ...

Virtue makes little money.

I would disagree with this as a general proposition. Recent studies have suggested that companies with established codes of ethics tend to outperform those that don't. In general, people prefer to work for, and deal with, companies which maintain sound business practices. (Although admittedly, this is something that the business community has been late cottoning on to.)

And I would also disagree as far as the film-making industry is concerned. I think that people do like to watch films that are morally uplifting - that make them feel good about their fellow humans. Indeed, I think that this, in part at least, accounts for the popularity of the LotR films. They may not present Tolkien's moral vision in its entirety. But, in comparison with other films of similar ilk, they do (in my view) put across some very good moral messages.