I don't begrudge a business owner from wanting to make a profit. Not at all. They have the right to make as much money as they can. That strategy is a business decision for them to make. It would be a tough marketing sell and you would have to make sure you have a quality org to maintain competitiveness, and you have to balance the retention of those quality people as they want to win as well as simply do a good job and make money.
I care about spending to the degree it prevents the team from being flexible when it needs to adapt to circumstances. I don't care about it lining an owner's pockets or whatever. Their franchise is growing in value. They're ok.