Should also add that maximizing shareholder value isn't a hard legal requirement since those laws are often misquoted to imply the opposite for some reason and that the board had "no choice" to pursue a particular controversial revenue stream, source: https://www.lawschool.cornell.edu/academics/clarke_business_...
I mean, the gambling business may be profitable, but are the profits really left on the table at this point? You don't just have to build a casino, you have to build a /better casino/.
Profitability has little to do with the overall margins of the market you are in, but in whether you can find places to optimize ROI that your competitors have not.