Good instructors start with people where they are. If someone is greedy, then you have to explain to them how what you want them to learn will help them satisfy their greed. Otherwise they'll just ignore you.
Here, for example, you'll note the pitch is that it's easy to improve one's brain, of great appeal to nerds. And it's backed up with high-tech science, a great draw to we technical people.
As a long-time meditator, I could happily talk about how it has improved my ability to make software. Deep awareness of my sensations and subtle reactions has made me very good at understanding exactly what parts of user interfaces work and what don't. The increased patience and focus is great for dealing with complex software. The greater self-awareness has helped me avoid things like gold-plating and architecture astronautics because I'm better at sorting out my motivations. I'm way better at noticing when I'm really too tired to be coding, so I create a lot fewer bugs. Et cetera, et cetera. If somebody starts because of that, great.
But knowing a lot of other meditators, I think the reason people start is relatively unimportant. As with almost anything deep (e.g., fitness, science, math), serious study and practice change you more deeply than you intend. More deeply than you can even understand when you start. For example, many people take martial arts classes because they crave the power to beat people up. But we don't have a problem with karate students roving in packs and attacking people because long study teaches them self-control, teaches them the limits of violence, the proper use of power. Similarly, even if people start meditating in pursuit of self-enhancement, they can't help but be changed more deeply.
We start with people where they are.