Meaning of 'should'

Hi everyone.

I'm working on a translation of a text about US pharmaceutical industry, and I can't get the meaning of the modal verb 'should' in the title. Could you please help me understand what the author meant?

The title says: "Pricing Pharmaceutical Products: It Should Be More than Sales and Profits"

The text brings up a subject of pharmaceutical products pricing: drugs are sold at a very high price. The author says that people have to loof for copycat versions of popular drugs. And if people couldn't find them, they would have died because they cannot afford buying original expensive drugs. So, the author concludes that pharm.companies manage their businesses at a cost of humans' lives. What I don't understand is the verb "should" in the title. There are two ways how I understand the title:

1) "Pricing Pharmaceutical Products: It LOOKS More than Sales and Profits" (implying there's something darker behind this business, business is run at a cost of humans' lives)

2) "Pricing Pharmaceutical Products: It SHOULD BE MORE THAN JUST GETTING MONEY" (companies have to think more of people's health and well-being rather companies' profits)

Which one is correct?

I'll attach the full text, in case this information is not enough: