J. Michael Straczynski explained it: at the time Morden asked that question of him, G'Kar's ambitions weren't big enough. The Shadows weren't evil for evil's sake. They didn't take sadistic pleasure in violence and the sufferings of others. What they had was a philosophy that held that conflict was a crucible that burned away imperfections and left the best and strongest behind to carry on to a better future. So, they promoted conflict, because they sincerely believed that was the way forward to perfection.
All G'Kar wanted when Morden approached him was revenge on the Centauri (he later grew beyond that). That wasn't useful to the Shadows. At that time, G'Kar and the Narn were merely wreckers. Destroyers. Revenge seekers.
But Mollari presented them with a desire for his people to reclaim their lost glory as conquerors, a vision of a great race, seizing its destiny by strength, and that was 100% in line with the Shadows' philosophy that what makes a people great is their willingness to fight their way to the top of the power structure.
The Shadows weren't merely looking to hire thugs who would destroy, they were trying to shepherd a younger race toward what they saw as greatness (however warped their view of greatness was) and thereby prove their philosophy's correctness. G'Kar's desire stopped at sinking his teeth into the throat of a hated enemy -- and the Shadow's reaction was: "BORING!" Londo's desire was to see his people as galaxy-striding conquerors -- and the Shadow's reaction was: "that's mah boy!"
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