"Maximize profit" is not a well-defined single thing. For instance, the suggestion that companies maximize profits without regard for their customers must explain why the customers actually stay with that company; in general that may be a short-term win but a huge long-term loss, and many companies have died that way. If nothing else you've got to consider long-term profit vs. short-term profit, and there are in fact many other "something elses" to consider (what level of risks to take, etc).