A company can have more than one purpose and sometimes maximising profits gets in the way of the other purposes of the business, so just because a business is for profit, does not neccessarily mean that it will seek to maximise that profit or that the owners want it to as they may be just as interested in the other purposes that the business can be put to.

Money alone makes a poor measure of business as business is there to do stuff and money is just one of the processes involved.