Premature optimization used to mean optimizing something that doesn't cause any noticeable performance degradation.

I think it's a mistake to redefine it as optimization that doesn't affect profits. Companies often get away with painfully broken software for a long time because they benefit from some other moat (e.g banks). But they're setting themselves up for disruption by doing that.

Also, profits are not the only purpose in life if you value your craft. (I'm not denying that you have to be able to afford high standards and economics does play a legitimate role)