I think as with all human undertakings some are externally motivated and some are internally motivated. And I think internally motivated ones ("I want to make money"/"I want to be famous" isn't internal by this definition, since it relies on others' reactions) end up being ones where you care about diligence. You care about the process, because the process itself is what you enjoy, at least as much if not more than having the final thing "produced".
Software is in this weird situation where it has (ok, had, whatever, I'm still in denial) good commercial standing so doing the thing diligently could (have) often correlated with external validation as well. I think that made us all confused about what our motivations for doing what we do are. I know I've slipped down the "this is good for the business" slope several times only to realize it hurts my soul later on. I haven't stopped doing it, I like having a salary to pay for life, but doing it with the full awareness that I'm making a trade-off and not confusing my motivation does alleviate the internal discomfort of it.