"Ought" came up in two places: > maximizes employee value and customer value and > the abundent and efficient markets of today I suspect the GP believes it

"Ought" came up in two places: > maximizes employee value and customer value and > the abundent and efficient markets of today I suspect the GP believes it a little more strongly than I do, but I think their point is that we should consider outcomes (i.e. "plenty") rather than stated intentions ("maximum profit"), though their examples mostly illustrated the point in the other direction. Criticising Uber for trying to maximise their profits could be construed as criticising them for delivering customer value. Bit of a stretch, though :-).