Mea Culpa Bob, I was misinformed and in the interest of fairness, I apologize for the mistake, now that being said, how many NAUI affiliated dive shops are not for profit?
We need to remember that the agency and the shop are not the same thing. The shop will always be a for-profit venture.
If I am running a dive shop, I can work with any agency I like. It is totally up to me. They do not get a dime of my gear sales. (Of course, when I pay dues and buy instructional materials from them, part of that money comes from gear sales.)
I do want my business to thrive, so I am going to pick an agency that I believe will help me make that happen. Recognizing that, NAUI and PADI (and I assume others--I don't know to what extent) teach prospective instructors that they should work with their dive shop to help it thrive. The PADI quarterly journal always has features showing their dive shops how they can compete better in the market. I assume NAUI dies the same thing for its shops. By providing such services, they give those shops a reason to choose them instead of another certifying agency.