> Companies are relentlessly profit-optimizing entities This isn't some mysterious or predetermined force. Companies are just made of people. > and they cannot

> Companies are relentlessly profit-optimizing entities This isn't some mysterious or predetermined force. Companies are just made of people. > and they cannot forego the extra revenue stream. Yes. They CAN. And if the incentives were in the right place they would. For instance, Coke would probably sell more fizzy sugar water if it still used cocaine as an ingredient, but it doesn't, because it's illegal.