I think this is a great question, @Anonymous! Case in point: A friend of mine owns a cookie shop in San Francisco. In her first year of operations she was barely turning a profit, and the profit she did make was plowed right back into marketing and making a name for her new business. Basically she didn't pay herself at all for the first year. That was a choice that required extreme self-sacrifice (but it did pay off eventually). Meanwhile, her friends and family were concerned that she was spending all this time and energy in a business that didn't enable her to pay her own rent.
So the question is...having decided to reinvest in her business rather than draw a salary, how does she explain this difficult choice to well-meaning family and friends who watch her struggle and just don't get it?