Why did Sun (now owned by Oracle, I know) develop the Java Plaform? How does it make business sense? It seems to me like it would be a very expensive project (also, any ideas on how much they spent/are spending to develop/maintain the platform?). Are they making money by selling support or something?
http://discuss.joelonsoftware.com/default.asp?biz.5.291169.19
In addition certifications, consulting, books.
Also hardware (They would not have sold as many Servers if it were not for Java) and peripheral software (SunOS).
Companies like Sun/Oracle also make money supporting the JVMs after EOL (end of life) There are large customers that pay for maintenance builds of older JVMs.
Ancient history in web-time, but the wrote it as a push for cross-compatibility. "Write once, run everywhere" was a very attractive option in the midst of Windows, Mac, Linux, Solaris, etc.
While that dream was never perfected, Sun was a trailblazer in the virtualization field. The JVM is still a very impressive platform today and in my opinion has far exceeded the importance of the Java language itself.
Now ... how do they make money? Well, that's probably something Schwartz could never figure out, and possibly something Oracle is worried about. Nevertheless, Java is huge in the enterprise and will continue to make profit on that fact for the forseeable future
tl;dr they were marketing the fact that their platform (and programs written for it) could run on multiple host platforms and potentially avoiding rewrites, platform dependent maintenance, etc.