for example, the lower left cell of the matrix shows that if bean bruuer advertises and hatte latte does not advertise, bean bruuer will make a profit of $15 million, and hatte latte will make a profit of $2 million. assume this is a simultaneous game and that hatte latte and bean bruuer are both profit-maximizing firms. if hatte latte chooses to advertise, it will earn a profit of $ million if bean bruuer advertises and a profit of $ million if bean bruuer does not advertise.