"Profitable enough" isn't really a thing. The owners/share holders will always happily accept a bigger dividend payment landing in their bank accounts and then reward senior management for it. Everyone within the company will also happily accept the budget increases and job security that are more likely to happen when profits are growing.

So when someone comes into a meeting and says "here is a way we can bring in extra money" no one is likely to say "no thanks, we make enough money."