shouldn't win? which other movie do you consider as better in 2009? i haven't seen one.
show me one director who was working harder and better than cameron in the last year. like you said, he created an own new world and made the most successful movie of all-time out of it. i don't see anyone who can compete with that.
If someone creates quality art whether they make 1 dollar or 1 billion dollar in profits it shouldn't matter one way or another.