That's interesting that you bring this up because this is exactly why I started flipping. The money is a big portion of why obviously but I also pride myself into going above and beyond on each one. Obviously there is a limit to what you can do to make the deal work but when I tell other investors about the house and what I am doing to it they always ask why I don't just paint it and put new flooring in only. My wife will tell you that I am OCD in making sure everything is correct and she argues a lot about my choice of materials and decisions on things.
For example, the last flip I did had not been touched in over 40 years but it was still in great condition. I got the house off market for $330k after approaching the seller. My initial budget was $120k with an ARV of around $550k. After starting the project, the architect and OCD in me took over and I ended up changing the entire layout of the entire house and we went way over budget on electrical and plumbing because it was the right thing to do with the condition of things. I could have put a bandaid on as it still worked but I pride my houses in being higher end and good quality.
As we continued with the house, I ended up putting in over the top finishes such as heated tile floors in the master bath and sound insulation under the hardwood floors to reduce noise transmission to basement. These things cost me write a bit of money that to this day my wife argues about doing and other investors scratch their heads at. I put myself in a homeowner position as if I were going to love in the house and not just a flip and be done.
I ended up putting in $180k into the house but we were also able to sell the house for $730k. If you do the math I ended up making $120k MORE THAN MY INITIAL CALCULATION! And this is just because I went above and beyond in finishes and quality that didn't bring up hardly anything on the home inspection by the buyer. We also ended up selling it as a for sale by owner with both parties which kept an additional $30k plus in our pockets.
Lots of people we talk to think that we we're lucky and maybe we were on a few things like selling without an agent but I still think that you can put in more money to get more money out. The comps and the neighborhood have to support it also but I totally could have done a typical flip and made a generous profit as any flipper would but I couldn't live with the quality that it presented itself. Maybe it's because I have extensive construction experience and I did things that even my subcontractors saw as over the top and the buyers won't even notice but it's the peace of mind that it was done right.