This is also the general reason for privatisation in a nutshell. Where increased profit is not the driving organisational force or incentive then the organisation is not straining those sinews to make us all collectively richer.
Given that we do like being collectively richer, therefore we should be privatising everything not entirely nailed down. Just to expose all to those bracing incentives which have, over the past couple of centuries, driven us from that peasant destitution to the current situation, where we have the luxury of pondering whether Countdown could survive in the cut throat world of the private sector or not. Or must be protected by the public service remit of a not for profit broadcaster.
Sell it, preferably yesterday.