Awards or Rewards

The favorite to win the Academy Award for Best Picture this weekend is "The Artist." That is fine recognition, but let's look at it another way:
The film has grossed $61 million worldwide so far. The number one grosser of 2011, "Harry Potter and the Deathly Hallows," earned $1.33 billion -- about 21 times as much as "The Artist."
Similarly, the 1977 Oscar went to Annie Hall, which earned $38.3 million over time. The first "Star Wars" was released the same year, and that has earned $797 million, nearly 20 times as much. Furthermore, "Star Wars" changed the dynamics of the film industry, both in how films are made and how they are marketed.
When we measure our own efforts, what are our yardsticks? Are we looking for applause, financial payback, fundamental change, or what?
Any measure you choose can be the right one, but be honest about the value.