A guildy recently asked "want to sell me 2 crusader enchants at better then your ah price?" I replied sensibly: "I am always willing to charge more." I offered to make it if he brought mats. He decided to just buy a scroll. This might have been related to my having recently bought all the orbs. They were at a good price!
"From each according to his ability, to each according to his need."
Sounds like a decent guild concept. We all work together to get somewhere better together and try to build each other up so we can do better.
I believe the most successful guilds will be someone collectivist: sharing materials and professions. Why? Because the enchant I give my guildy helps me. I lose gold, oh noes. But I make my guildy better able to kill the same thing I want to kill. I could demand a fee, but what do I gain? A bit of gold that I don't need, and he's more likely to have to farm or run dailies, making him just a little bit less happy with the game. Dailies are boring as shit.
I am not a nice person. I am selfish to the core. As are all people. I just think about my selfishness more. Within a guild I can see how I am not a self-made man, but am instead part of a collective* which kills the boss together or not at all. If it doesn't work I can either build them up or go elsewhere. I prefer to not run at the slightest challenge and throw blame to cover my cowardice.
So why didn't I make scrolls for him? His alts do nothing for me. They are luxuries and those are not my responsibility. I do not demand free anything for my alts, nor do I expect it. If I get it, that's great.
Did I lose gold by not selling him a scroll? Of course not. I never lose gold. Only idiots lose gold. My gold is always right where I left it.
* Literally: The guild name is Collective Conscious.