I don't think it will be even fractionally unprofitable compared to billions of us dying.
I just realized I'm making an argument for socialism. Anyone up for it?
People have to care about those people, and have to believe in that reality instead of a pleasing fantasy, and they have to believe it will happen soon enough to matter to them. It turns out that a lot of corporate execs either believe in a fantasy (tech will save us), don’t give a shit if they make their money (lovely fallout shelters in NZ), or even see opportunities in a few thousand megadeaths.
If you can sell cigarettes to kids...