Earlier quoted context omitted.
Suppose a farmer or a developer relinquishes his handsome profits by switching to less efficient techniques. Or the price of one of his inputs sharply rises, and he doesn't have the market power to pass it on. Now he only makes a narrow living. Has the world become a better place?
Yes, because the marginal utility gained by the people who don't have to pay extra for products during a crisis is significantly more than the marginal utility lost by a (comparatively wealthy) farmer or developer. Remember that most farming done today is factory farming by big shots. Same with property or business development.
I think we agree that consumer prices are important. The point of this example is to compare two situations where the prices to the consumer are the same, and only the profit differs, to tease out whether profit really matters.