Oh, tsk. "Monetize" isn't a dirty word. It's just the term for how companies learn to make money on their products. So much in the tech world starts out as some amazing idea--YouTube, Twitter, Amazon, Facebook, and so on--and THEN they figure out how to try and make money. If they can't make money, they'll fold, and then no one will have that Cool Thing.The word "monetize" carries with it connotations of vampiric dishonesty; no thanks.
It's NOT "all about the money."