This pool might have become too big to be significantly more profitable than LTC, even as profitable is not easily attainable. Victim of it's own simplicity and success.
Profits have been steadily declining, particularly visible in the last few days, and IMHO not nearly as profitable as top 5 coins. I've almost got tears in my eyes seeing the missed profit, and the lack of time to do anything about it. Yes, we're big so it's simply not possible to mine the most profitable coins, due to insufficient market depth for them, so we must settle for bigger, less profitable ones. That defeats the very purpose of the profitability pool. If the target was a "stable, no hassle pool with medium profitability", we could probably be reaching it, if there wasn't for all the beta testing, which, when you want to keep your customers, is usually not rolled out without sufficient testing. I do SW development coordination for living. I would lose my job if I did beta testing with real customers, on production systems. My job is to prevent that.
Op's lack of transparency is understandable, the pool hashrate is still growing, so good PR, or even any, PR is obviously not needed to run the business as enough hash will come in anyway. I would certainly not run it that way, but it seems that there's a lot of followers who see nothing wrong with it, so it can't be expected to improve. With this income, there is room for investing a part of it in building a loyal customer base, to build a lifelong business, not a one time off deal. Even though the money is good, it will not last for a lifetime.