I thought that's what SENDING the postcards was about in the first place, that it's off your chest and you can move on.
But it can't be denied that he comes across as a very pretentious man in the book, (have a quick look at it in your local bookshop if you haven't seen it...adding his own made up quotes like some sort of pseudo-philosopher? GOD!!) And a man who hadn't really thought about the money-making aspects of the project untill he saw how popular the website had become, and jumped at the chance once he realised he could get rich quick...which he wouldn't have done if he remained a struggling "artist".
It's just my oppinion, but without meaning to blow my own trumpet or anything, I do have exeptional instincts when it comes to people and I've never been wrong about anyone yet...so, well... sorry about that, but he might not be the social hero SOME people make him out to be.