At a Reason-sponsored Soho Forum debate held on February 18, 2021, Ayn Rand Institute Chairman of the Board Yaron Brook challenged this view. He believes that maximizing profit should always be the primary goal of companies, and it's that focus which explains why capitalism has lifted the broad masses out of poverty. That's the message businesses should be emphasizing, he said, and it's inspiring enough.

The debate, which played out in front of 200 people in The Villages, Florida, was moderated by Soho Forum Director Gene Epstein. It was an Oxford-style debate, meaning the winner is the person who moves the most people in his direction.