II Pet. 2:3a

Next, Peter says something that's hard to chew on. "And with covetousness shall they with feigned words make merchandise of you..." These false teachers have one major pursuit in mind: money. Name any religious famous religious individual, and you can almost be guaranteed that they have healthily profited off of their teachings. False teachers such as Joel Osteen, Max Lucado, and T.D. Jakes have made fortunes off of their new age, televangelist, and DVD preaching. Billy Graham has equally profited after his compromise on his convictions (and before as well). Popes, having taken a vow of poverty, take up residence in The Vatican and wear gold and embroidered cloth. Religion has long been a profitable endeavor, so long as people can be properly deceived. This is not to say that money cannot be made by preachers and pastors- they have to make money, and they should be able to enjoy God's blessings. We must not fall into the standard of thinking that they cannot make anything while we can. But the end result of their ministries (as well as our jobs) is not money, it is to serve God. And getting rich is exactly why false teachers are in the business.
The application: "For the love of money is the root of all evil: which while some coveted after, they have erred from the faith, and pierced themselves through with." (I Tim. 6:10) Christians must also be careful to avoid being caught up in this pursuit of money and deception of false teachers. As Lot is mentioned later as an example. Lot coveted the better land and a society and status in an ungodly place, and was deceived thinking he could live among such evil and remain unchanged.