I admire the idea of transparency on principle but wonder how practical it is long term or under likely scenarios in the future of a company.

And I wonder how that profit compares to similar businesses? And if it is sustainable? (Just to start...)

A quick search provides some rough "data" on other small businesses: "The average net profits of a small manufacturing wood products business, with $2 million in revenue annually, according to the website "Biz Stats," is 14.56 percent per year. Medical equipment and suppliers, with $2 million in revenue, have a net profit margin of 26.95 percent annually. By contrast, computer and electronics products return a net profit of 53.94 percent, and the food processing sector, according to "Biz Stats," has a net profit margin of 10.28 percent." (http://smallbusiness.chron.com/average-profit-margin-small-b...)

There are lots of ways to run a business and this is one.

It reads like what you'd expect to read from a charity.

They are probably more transparent that a lot of charities, the approach is great and the whole culture seems very neat.

I'm surprised by how low their profit margin is - at least on these $10 plans.