There are also motivations that are not driven necessarily by the craven greed for money. Once testing generates revenue, more resources will be available to invest, so that overall test coverage and product quality will increase. And as customers coalesce around common test cases and technologies, it will become possible to share test assets, further expanding cooperation and leveraging the community.
Even these feel-good benefits have a potential revenue impact: The quality and functionality of the testing solution could become a competitive weapon in and of itself. Speed and efficiency of implementation, as well as customer satisfaction and community, are advantages that might differentiate otherwise feature equivalent offerings.
I realize that shifting the entire economic and organizational paradigm for testing is no trivial undertaking and will take a lot of time to unfurl, but I've waited twenty years so far. At least this company has broken ground.