They're still a publicly-traded company and are thus beholden to their shareholders, but they seem to have done ok in spite of that. I'm certain it's only a matter of time though - eventually new leadership will come in who will only care about maximizing profits.
Cam here to make fun of the obvious misspelling of luminous but learned something instead.
Numinous means "arousing spiritual or religious emotion; mysterious or awe-inspiring"; also "supernatural" or "appealing to the aesthetic sensibility."