"Nothing is more capitalist than trying to maximize your revenue."
a) The motivation under capitalism is maximizing profits, not revenue.
b) John Deere isn't trying to maximize their profits either; they're trying to minimize the profits of others. That's comes from a belief that all transactions are zero sum, which is definitely NOT part of capitalism.
Consider the scenario where you capture all of your customers' surplus, or all of your suppliers' surplus, plus one cent. Your customers not suppliers have no reason to say in business. At that point YOU are no longer capable of staying in business. Enlightened self-interest drives you to keep your customers and suppliers profitable.
However, the median businessman has no idea how capitalism works; at the 90th percentile they are actively opposed. At that point they are not capitalists, they revert to mercantilism.