It's not even just about the money, it's about that feeling you get for putting down a huge chunk of change because you believe you can predict its foreseeable future... And watching that come true... (The $ is a bonus)
I'm a Due-Diligence(DD) Fanatic. I NEVER EVER trade a position without serious DD. It all starts and ends with a call to Investor Relations(IR).
I take tremendous pride in finding things out about companies that others are afraid to ask...;)