If I were a pharm exec choosing which studies to support, there are many factors I would have to weigh in my decisions. A tacit bias towards non-curative medications is plausibly more profitable
This may make sense to a layman, but it completely misunderstands how the pharma business works. The vast majority of any research efforts they undertake, no matter what the goal, will crash and burn, some of them very expensively. Obviously the companies decide what to target based on likely profitability, but deciding not to pursue a promising possible cure because it might not make as much money as another promising lead that is merely a long-term palliative is absolutely batshit insane, because they have no idea which one is going to survive clinical trials.
The more general problem, of course, is that curing most diseases outright, and especially cancer, is often extremely difficult to do without killing the host, so it's not like there are many magic "cures" hidden away anyway. A truly comprehensive approach will probably require decades of further advances in biotechnology and our understanding of disease mechanisms before any pharma exec would even think of sinking money into trying to "cure cancer" outright.