It goes beyond profit motive. Independent of any business concerns, there's a lot of cultural value placed on optimism, and on appearing competent and confident

It goes beyond profit motive. Independent of any business concerns, there's a lot of cultural value placed on optimism, and on appearing competent and confident. Which means that there can be great personal shame in saying things like, "I don't know," or, "This might not work out." There's constant pressure to smile, look on the bright side, and, at all costs, avoid doing something that might earn you a reputation as a debbie downer. I think that's actually a much bigger factor in some of these situations than any profit motive. Profit motive doesn't push rational people to keep doubling down no matter what; there is room for risk management concerns. But a corporation is not a single mind, it's a bunch of individuals acting in their own interest. Individuals' concern for their social capital within their teams tends to be a much more immediate and pressing motive than relatively remote and abstract things like shareholder profit.