I saw Craig Newmark of Craig's List speak once after the late 90s bubble burst. He said people kept asking him why he didn't take up the many opportunities to make money he could have -- just one small ad on each page could have made hundreds of millions of dollars with hardly any change to the user experience. He calmly pointed out how many of them went bankrupt and had to change their ways. He seemed more than content with a site that delivered what its users wanted.

I'm sure they've made blunders along the way, but as far as I can tell they've remained true to their original ways. Wikipedia says they have a staff of 28.