War is popular. I mean, look at how much of our modern entertainment glorifies war. The military is generally and genuinely the most popular public institution. The problem is, when a war loses its momentum, people lose their enthusiasm really quickly. People forget that the Iraq War, for example, actually had majority support when it broke out.
War profiteers certainly exist, but they are a tiny minority, even of the military-industrial complex. There is a much larger segment of industry that is hurt by war: war means a loss of external markets, disruption of supply chains, increased cost of resources, higher taxes, lower internal demand, and massive destruction of property (should the war be fought on your soil).
War is not profitable. The one thing that war is most closely connected with is higher taxes. The inability to pay for wars is probably the single largest contributor to the downfall of governments in recorded history.