Agree. Sometimes — actually most of the time — an excessive focus on maximization seems to be the result, or even better: the first symptom of a (un)revealed crisis. Maximization-driven strategies are so much easier to manage and handle than the client oriented or high value or innovation ones. Maximization is part of the business. Indeed. Maybe as an opportunistic variable that depends on the context. But when it becomes the main valve of your modus operandi, long term strategy, you are fated to fail.