Profit is ALWAYS measured in % and it's a significant measure of (business) success in any operation. When that number is negative (or near zero), then the more units you sell can actually be worse for your company's operation. (Have to compare how much you have to lose by lowering your output or not producing at all, etc) I think we're analyzing things on a different level here; you can't just compare companies 'success' by how much buzzword they tap into.