Owner-managers
So some rich people are putting off profit-taking in order to gain market share.
Heresy! Burn the Witches with the long-term goal of breaking into a difficult market! Burn those who don't worship at the alter of Marketing; those who think a good product might sell itself.
It's a private company. Perhaps the pre-tax profit is going to the managers as salary. Maybe they haven't sunk themselves in debt and maybe they don't spend money before they get it.