Why doesn't caffe web_demo start?

Question

Python

Issue:
Installed caffe in amazone cloud on 14.04 ubuntu.
Passes all 755 autotests after installation.
The path to the module is specified in .bashrc:
export PYTHONPATH=/home/ubuntu/caffe/python:$PYTHONPATH
Run as root: python examples/web_demo/app.py -h

Traceback (most recent call last):
  File "examples/web_demo/app.py", line 18, in <module>
    import caffe
ImportError: No module named caffe