Social Entrepreneurship – How is it any different?

I really do not see how is it any different from any other enterprise? I looked up the wiki page for Social Entrepreneurship, here’s what it says –

Social entrepreneurship is the work of a social entrepreneur. A social entrepreneur is someone who recognizes a social problem and uses entrepreneurial principles to organize, create, and manage a venture to make social change (a social venture). Whereas a business entrepreneur  typically measures performance in profit and return, a social entrepreneur focuses on creating social capital. Thus, the main aim of social entrepreneurship is to further social and environmental goals. However, whilst social entrepreneurs are most commonly associated with the voluntary and not-for-profit sectors, this need not necessarily be incompatible with making a profit.

How in the world is this any different from what a good business does? It recognizes a social problem (read loosely as a problem that the society in general faces), and it solves the problem. For any enterprise, over a period of time there will be performance metrics – profit and return merely build sustainability. These would be needed by the social entrepreneur as well. So what makes it any different? Social capital is also created by enterprises. If you go through any of the annual reports that a firm publishes, they have this term – Goodwill.

If good will is not social capital, then what is? I think social entrepreneurship is just a term invented by hacks to make themselves feel good. Or maybe its just a marketing gimmick for generating funds.

PS – Before you hit the comment button to rant, do not misread me. All I am saying is that any good business is as good as any “social entrepreneurship”, then why make the difference? Is social entrepreneurship the new green?