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> We want to help people, but only if and when it’s profitable for us

If s/he is running a company and not a charity, this is responsible, understandable, and predictable.

Of course, but that makes "help" a weasel word. They want to be able to sell their product, that they possibly strongly feel will help the buyers.

Yes, and that's exactly why we need regulations, and can't leave it to the market!