I think it depends what age people are. The older we get the more we value things like loyalty and integrity. My 12 year old son, for example, has a more superficial view of life.
When we drew with Chelsea this week you could see by the glint in his eyes that he was going to have one of those rare days at school where he could brag about his team's performance to his Chelsea / Man Utd / Liverpool / Arsenal supporting mates.
As long as its financially sustainable, I wouldn't be adverse to a crack at the big time even if that means sacrificing an element of "integrity".