It's just business but likely you could be right on it, we don't know for sure but I think not all pumped the way it does for their listed tokens on the platform but mostly all as I see it as well. The thing is, they're not launching it frequently anymore unlike in the past that almost everyday there's a newly listed token.
That's true, they used to be listing tokens on an almost daily basis. They've stopped now, could it have something to do with the SEC lawsuit? Who knows.
They wouldn't be promoting tokens if they are not profiting from it. the coinmarketcap itself is really one big stash of token promotion. Those trending tokens on top of its site are advertising the top gainers.
And they do have the launchpad as well which is kind of promoting a token that is still in the ICO phase. Investing in those tokens is pretty much worthwhile though, it does look like a guarantee for those token to succeed.
Certainly, in business, it's all about money. However, doesn't this resemble a pump-and-dump scheme? One of the coins I tried participating in during one of their launches was Alice. It was pumped the second it was officially launched for trading, but died down shortly after when the hype slowly decreased, and now it's barely surpassing $0.90. Certainly, Binance isn't to blame for people trying to take advantage of these hypes, but to me, it looks like a poor and short-term way to promote and manipulate random tokens.