Micah Sweet
Level Up & OSR Enthusiast
I would say you should no more assume moral heroism from the PCs than you should assume a lack of entrepreneurial spirit or the desire to rule a kingdom.I usually find that people play D&D to do things they can't do in real life. So running a business is pretty much something we could all do if it interested us, and is pretty much a game in itself. I have a family member who likes exploring, so they explore in real life. And the other thing D&D lets them do that they can't do in real life is make the world better.
But running a business, like running a kingdom, if you do it conscientiously, is really just work, very hard work, and no fun at all.