As it turns out, caring is a perfectly reasonable and scalable business model.
Take this post from the Farnam Street Blog (which should be part of your regular reading). Here's why caring matters:
"If you can’t relate to what you’re doing, ultimately you don’t care. If you don’t care, everything becomes properties. As a consumer you see the differences between businesses that care and those that don’t. Caring about what you do and your customers won’t make you successful, but not caring will almost certainly result in failure over time."
Do your employees care about their work? Do you?
If the answer is no, then your business model falters from there, because your customers won't either.