Competence Vs "Doing Something You Love"

Please keep this thread going...Have you
ever had people tell you you're good at
doing a particular thing? You know your competence in that area: but,can't see
yourself doing it for money. I've seen this over and over.People I know who have a strength or a core competency, but they can not see themselves
doing what they do in exchange for money.

In fact, when it's suggested they do this
for a business they minimize the importance
of their skill or suggests it wouldn't be
fun anymore if it turned into a business.

But the irony is: they want to make money in
business; yet the competency area is apparent
but they are busy looking for another area
to explore.

What is going on?