Of course they are talking about the fiduciary duty of directors to act in the best interest of the company (which is not a myth). And who says that profit max

Of course they are talking about the fiduciary duty of directors to act in the best interest of the company (which is not a myth). And who says that profit maximization necessarily has to be "short-term"? Clearly, marketing themselves on strong privacy guarantees is a long-term strategy.