Sure, I'm willing to grant that he did not self-identify solely as a capitalist. Just as Bruce Wayne thinks of himself more as Batman than as the President and CEO of Wayne Industries, et al. But he is still a capitalist. The Republic is a great call, given not only the title of the comic ("Who Shall Watch the Watchmen?" os from Plato's Republic) but also Veidt's obsession with Alexander, who was tutored by Plato's student Aristotle. Of course, Plato and Aristotle hold differing views, with Aristotle being the more "scientific" and Plato being more idealistic. Aristotle was the advisor to a dictator, after all. Whereas Plato had more leanings towards Socrates' version of dying for his principles (Rorscach?).
I agree that he is TECHNICALLY a capitalist, but I don't think he likes the idea of consumerism. Basically, the only reason he makes money is to advance his goals. I believe that in his perfect world there would be no money, though. So, he'd be a capitalist in the technical sense but would not see himself as such. A capitalist that eventually would want to do away with capitalism. Does that make any sense?
Anyway, one of the reasons I enjoy
Watchmen so much is because of all the philosophical stuff Moore put in there. It's interesting to try to find out why the characters do what they do. BTW, good call on the "Aristotle advising dictators" thing.
In another sense Veidt can be viewed (as I'm sure he viewed himself) as a heroic figure, if only because he was opposed to Dr. Manhattan. He is like the "Homo Sapiens defense League" or whatever it was called in that Alex Ross comic --a combination of Bruce Wayne and Lex Luthor.
I view Veidt as the Overman (from Nietzsche's writings) and the Doc as God. It's about Man vs. God, in a sense. Back in ancient times, you didn't really have to be good to be a hero, you just had to do great things--like opposing a god, for example.
Veidt being seen as a combination of Wayne and Luthor is spot on, in my view.