I would never want to do business in a market where people "love what they do"
Those same people won't allow the market to act freely. They'll charge too little for too long. They don't care about profit. They make irrational decisions.
I'll take the not-fun biz any day.
The act of building and growing a business is the fun part for me.
Far too many people start a biz because they love what they do.
Looking at markets unemotionally is a tremendous advantage.
Here’s a list of businesses that are prime targets for selfish entrepreneurs: