To answer the last two questions, yes. The expectation for companies to continue to grow no matter what, even when they're already massively profitable, is one of the biggest issues with modern capitalism. It's how you get the world's most profitable (non-financial) company switching its focus to nickel-and-diming its customers for services because it's run out of new human beings to sell iPhones to, and how you get every video game company switching to scummy fomo and gambling to maximize shareholder revenue instead of mindshare, and how you get every company jumping over themselves to sell your data even if you're already paying for the product. Companies should be able to get to the point where leaving money on the table for the good of their customers, and society, is a valid move.