Giuliani doesn't profit off of 9/11. He profits off of his name, and the fact that his leadership strategies were remarkably effective in NYC after a lot of people had basically written this city off.
Excuse me, but that's distinction without a difference. If not for 9/11 his name would be worth squat.
As some have posted and as I recall from reading the NY newspapers (plural) - he couldn't get elected dog catcher on 9/10/01. He wasn't a 'bum', but he wasn't exactly loved by the majority on NYC residents either.
As to his 'leadership strategies' - that's irrelevant as the comparison is always to Dinkens or the jerk in New Orleans. The fact is everything Rudy did to clean up NYC, mayor Richie Daley did the same in Chicago, maybe even better.