Well frogx, I can sympathize with your reservations about some scuba schools that seem to be only interested in taking your money but to say that you don't believe a scuba training agency should be a profit making venture is pretty naive. Of all the agencies currently training, the top 2 (PADI and SSI - see certification poll on this board) are definately run as a business and return a profit to their shareholders. SSI in fact, requires it's instructors to be registered with a participating store or they can't teach. It's actually a very short list of those that are not business ventures in existence to turn a profit.
If that concept bothers you realize 2 things:
1. All successful schools are businesses. I assume you've heard of Harvard, Yale, MIT or any one of a dozen commercial diving schools that have a great reputation. How long do you think they'd have existed if they didn't make money?
2. All scuba training agencies that are 'supposedly' non-profit actually do make money. The not-for-profit ones simply spend the money before the end of the year financial report rather than openly declaring a dividend. They spend the money on whatever they want including themselves with no strict accountability to the customers (students). That way they can declare they are 'non-profit' (sure, they spent all the profit). Generally they also are not showing great success in today's market. NAUI was once the largest in North America and is now a poor third and falling.
In deference to you, I agree that the agency and it's agents (the stores and instructors) must ensure that adherence to the standards is the #1 priority. If that's accomplished, they will be profitable because the divers will recognize the fact and flock to them. That's the theory anyway! As in life, in any group of people there are some who twist things around and want to make money at the expense of their integrity and without regard for the quality (and therefore the safety) of their customers.
I'm a CMAS 3 Star instructor, a prolific NAUI instructor since the 70's and the owner of a very successful PADI 5 Star CDC. They all charge for their courses and materials and present programs that are surprisingly similar. PADI has just been much better at managing its business. A heck of a lot of the money PADI receives is re-invested in the improvement and growth of its product - scuba diver training. Every diver and every agency has benefited from that influx of money over the past 25 years. Sure it hurts each month when I send a big check to PADI but at least I can see where the money goes and what I and my customers get in return plus, I have some input and can influence PADI a bit.