A lot of comments seem to assume that profit = cash in the bank. You can only spend what you have. Depending on the industry, you can have some/most/all of your profit tied up in receivables…which you can’t spend. If you are in this unlucky corner, then you’ll need to borrow to spend on anything extra, which isn’t nearly as fun as spending extra cash.
Grew up near a girl scout camp named “Camp Sugarbush”.
More recently, saw a tutoring business: “Just Math - and more!”