Running a node with altruistic motives is not sustainable. At some point nodes are going to need some kind of reward to keep it up 24/7. Possible ways? maybe fees payed to node owners by users and miners, or modifying the code to be able to mine by the node with the cpu hashpower.
That is why more companies should be running full nodes. Even thou I use bitcoinj to do all the processing of transactions, I still run a full node. It is like a border router, my bitcoinj client connects only to that node and I know it is safe. I actually incorporate it into my budget. These companies that use bitpay/coinbase like wordpress and namecheap have the technical power to run a full node but choose not too cause they want dollars and full on bitcoins. But that part is so easy to script I don't know why they require bitpay or coinbase.
