I think the US gov. defines a small business as one with under 500 employees - so the notion of small business being something you can't, as the owner, get really rich running is not accurate.
In any case, some people are, it's true, looking to start a little barbershop or something - looking to create a job where they get to be their own boss. I started out this way when I built cabinetry because I didn't want to borrow a lot of money and take on the responsibilities of having employees - things like workers comp can really hurt your bottom line if you don't have the capital and skills to bring in a steady stream of new and repeat business.
A lot of folks want to start small because they don't have a lot of money or a particularly big idea likely to attract venture capital, a-la Amazon.com or Fedex, both of which lost 10s of millions of dollars as "big business" start-ups.
A lot of folks want more income, sure, but they don't want to be mega-rich because they understand that a lot of stress and sacrifice comes along with building a "big" business with scads of employees.
Lots of people are smarter and more aware than you'll give them credit for - and in that light your assumption that people are thinking "small" just because they are looking for "small business" information is inaccurate... and you won't get ahead marketing to this crowd if you look down your nose at their dreams.