The Museum of Heroic Art (MOCHA) is a not-for-profit institution.

For nearly a century, the mission of MOCHA has been to “extol and lionize the heroic human spirit.” MOCHA’s most recent exhibitions, which have featured such larger-than-life renditions of such pulpfiction super heroes as Superman, Wolverine, Batman, Green Lantern, Flash, Spawn and Wonder Woman, have proven to be quite popular with the public. Art aficionados who wish to view the exhibit must purchase tickets six months in advance. The contract of MOCHA’s managing director, Dr. Xavier, is currently being considered by the museum’s board of trustees for renewal. Should theories of the firm based on the assumption of profit maximization play any role in the board’s decision to renew Dr. Xavier’s contract?