I have done all I can to try to maximise profits is what he meant to say.
"I have done all I can to try to minimise the impact(by hiking rates) by making sure we've got good customer assistance programs for those customers that are genuinely in need.
That's all I can do,"or want to do, that's what he meant.
SIR RALPH NORRIS
NERO FIDDLING WHILE HOUSE IS SOLD