Right behind that is self preservation, which is in full service of continuing to make money.
That secondary goal is falling far, far behind in importance.
These days most shareholders will insist on a higher payout this quarter, even if it directly threatens the long term viability of the enterprise.
The shareholders are not in it for the long haul, they only want to get in, make a quick buck, and get out as fast as possible before the whole thing collapses.