@icedquinn So, I actually have a rant on that!
Goodhart's Law: When a measure becomes a goal, it ceases to be a good measure.
A company's profitability is a MEASURE of how well it's pursuing its GOAL, which is to offer desirable products and services. When that measure becomes a goal, it ceases to be a good measure.
Profitability is important. But optimizing for profit rather than good business will doom every company every time.
Case in point: Boeing.