Degrees in the service of God

Hello,
I heard your lecture on the subject of Torah and Mitzvot.
There, the Lord explains that the first, necessary, basic level of serving Hashem (fulfilling the commandment of God) is that which stems from the very commandment of Hashem. The choice to fulfill the commandment is out of a commitment that is not accompanied by considerations of profit or loss.
On the other hand, you add and explain that a higher level is the level of fulfilling the mitzvah out of “love or fear,” which, according to you, means considerations of benefit or profit of one kind or another (“not for its own sake”).
As far as I understand, the order is supposed to be reversed. That is, a person who fulfills the mitzvah out of considerations of benefit (earnings, security, relationships, etc.) is serving himself. Not the Name.
Whereas a person who chooses to worship God only out of pure obligation is the one who fulfills the mitzvah for its own sake, because the reward of a mitzvah is a mitzvah.
Does the concept of “love or fear” (I would emphasize love as opposed to fear) not, then, refer to a more sublime spiritual level/insight that is independent of considerations of benefit or profit and nothing else?
Otherwise I can't understand the order of importance you voted on…
thanks