Well thats down to who writes and agrees the contracts.
No company should maintain aircraft at a loss. You wouldn't take your car into a garage and expect the garage to do it for next to nothing, or even at a loss. They should at absolute minimum cover their costs, never make a loss. If that is not possible, as penpusher states, then, yes, it's time to let them go. They'll probably come back, with a better offer.