I think the issue is mainly that people are multi-dimensional and referring to them as `consumers` boxes them into "thing x that buys our stuff and exists for consumption" instead of framing is as "this is a person that we developed technology because it will improve their lives (and give us money)". Profit is important for a business and helps drive efficiency and measure effectiveness, but I think it is still good use language that doesn't dehumanize the fact that the world is made of people and meeting the needs of people is ultimately the important thing, not simply number in Excel that represent our cashflow.

Even customer is a better word, since it represents a person who comes to you voluntarily for an exchange of value, not just consumption.