How do you respond when people talk about the possibility of profiting from, rather than the exciement of, your research?

Let's say you are passionate, I mean really passionate, about your field. However, whenever you try to share the pleasure induced by your findings or further understanding or even acknowledged works with those you love and who love you, could be your family members or lover or spouse, you always get a response such as "Oh yeah, that might make a lot of money."

What do you do if you are uncomfortable with such a response but do not know how to properly express yourself in this context without hurting them? What would you do to make yourself more comfortable?