They don't, and no one is claiming that they do. The author is simply puzzled as to why capitalism (a system where maximizing profits is the goal) hasn't capita

They don't, and no one is claiming that they do. The author is simply puzzled as to why capitalism (a system where maximizing profits is the goal) hasn't capitalized on the desire for a good kettle? And the speculated answer is that maybe there isn't enough desire for it to be profitable, because most people are happy enough with mediocre kettles.