profit is the primary goal, yes, but may not be the ultimate goal. There are also other goals for a business, and this can depend on what the goal is at one point of time. So if a business wants to expand market reach, then it may deicde to maybe reduce profits, or even run at a loss for that (basically every e commerce and start up, and even behemoths like FB with their Oculus division [where they sell hardware for a loss but likely make up that loss in data collection)]. Similarly, say, a new hardware shop wants to set up shop in these times, and decides to sell cards only at MSRP to increase their market reach and increase brand recognition.
So though profit is usually the primary goal, it is not necessary that it be the only ultimate goal. Case in point being the Tata group of businesses, where much of the profits go to Tata and Sons, which is very involved in philanthropic and charitable purposes.