Sigh, any business is going to increase the levels of what they do based on revenue projections coming in, just because they can. You fund what you can afford.
It's no different that a person's living situation at each stage of the their lives: Our homes, our cars, etc. Most people's home and car budgets are the same percent of their income whether you're a 22-year old broke person or a 45-year old, relatively well off person.
You double your salary and you go from a house with a 1500 payment and 200 car to a 3000 house, 400 car payments and your disposable income is basically the same.
College athletics is a great example of how that works in sports: Because you can see the staff directories of schools, compare that to revenue. You can see that Purdue has like 215 employees in athletics and Rhode Island has 140.