I agree, money isn't the only incentive. Some people (myself included) have a passion for teaching. Money is just an extra motivator.

I don't think its true that they can necessarily make more programming themselves than I can afford to pay them either. Remember, I am not wanting to hire someone full time, but for only a few hours a week. If I have to pay multiple hours of wages for an hour of high quality coaching, that is perfectly fine with me.