I don't know about you, but if given a choice I would rather that a movie I make be finantially sucessful... A movie that don't sell, don't get seen.
None the less, I don't see why you would think Anno is being greedy. A greedy person wouldn't wait ten years before making a new animation of Evangelion. If the marketing is clever, good on them; that's certainly not a crime. No fan is being robbed here, Gainax will sell exactly as much EVA franchise items as people are willing to buy.
On that matter, how do you think Gainax pay its bills? Fame doesn't fill the belly. And their Gurren Lagann anime needed financing after all. Being poor and starving doesn't make an artist a bad person, but that certainly doesn't mean a successful company would be unworthy of its livelihood either.