Outside of VC pump and dump markets, business owners are incentivized to increase net income = revenue - expenses for their own utility and because they have competitors who are working to lure their customers by offering lowering prices.

It is possible that in an explosive growth business area with little to zero marginal costs, focusing solely on revenue and ignoring costs in the short term makes sense, but it is not sustainable. Even then, there is never a blank check for labor costs so someone somewhere will notice a number being too high.