The mission, vision, purpose or (insert your term here) statement at most credit unions includes some verbiage around creating value for members. Read literature about the advantages of credit unions, and you will see the words member-focused or member-owned. Clearly the concepts around value and operating as a cooperative are differentiators.
Credit unions have a virtuous desire to create value for their members. So why do their management teams and member elected directors, fixate upon and reward for measures based upon profit extraction from members, instead of value created for members?