I know the whole non-profit idea is pretty crazy in today's "sell everything as expensive as you can" atmosphere, so here's my reasoning. I'm a gun nut. My family of 12 are gun nuts. My wife, friends and co-workers are gun nuts. I like shooting, owning and working on guns. I have excess money, and guns and ammunition are affordable to me, however most of the people I know including family and friends can't buy what they would want due to the high ammunition prices.
If I create an ammunition plant that doesn't take in profits, it will keep costs down on the final sale of ammunition.
That's the entire goal. This way anyone who wants to shoot can. Anyone who wants to stock up can. Anyone who wants to practice often for whatever reason can.
Guns may be "banned" or "registration required", but the fact of the matter is, they will always be around (at least in my lifetime). So even if the guns themselves are banned, cartridges will still be in demand. If there aren't any companies like the one I propose out there, the cost of cartridges will continue to go up until the only people left able to enjoy the sport of shooting will be the ones most often categorized as "elite"
I personally think that all arms related purchases should be as affordable as possible (I'm not saying any other manufacturer is gouging, but they do make a profit which means there prices are higher due to the profit margin). While the ammunition I hope to create wont be $.01 per cartridge, I will try to make it as close to cost as possible for the aforementioned reasons.
I don't think I'm a better person than anyone, and I'm not trying to get a huge amount of customers. I'm just trying to keep the sport accessible to the average citizen. (thus zero marketing, zero profit margin, and web-based distribution where available)