The only thing that the non-profits do is enable him not to pay tax on income - they don't make him any money. Even if the 10,000 bottles a month is correct (and what business man wouldn't exaggerate his sales) the $120,000 before expenses per year can hardly be called a "bundle." His marketing expenses would take at least 50% of the $120,000. I am sure that he want to make a bundle, is working hard at making a bundle, but if these are the figures, he's not there yet.