It's not an urge, it's a necessity. ER could have just been that one-off thing where some guy made a cool flash-game, but Jay wanted to expand and bring it to a new level. You cannot hire a dev team, develop a multi-platform video game, buy a studio, etc. without money. Again, the best comparison I can make is with big publishers. They want to maximize profits and have an urge to make more money, whereas ER would like to be able to just get by. Putting together a studio and a dev team to live their lives following their dreams, and maybe some day progressing into film making as well. Right now they're a creative engine, rather than a capitalistic engine. So if the goal is to create a foundation to stand on in order to continue this creativity, and to build this foundation you need money, SMBC cannot be used to this end.