In a subsidy-free era, there is a need to optimize wind turbines for maximizing farm revenue instead of minimizing cost of energy. A wind-farm-level modeling framework with a simplified market model is used to optimize the turbine size for maximum profitability. The results show that the optimum size is driven mainly by the choice of the economic metric and the market price scenario, with a design optimized for the cost of energy already performing well w.r.t. most profitability-based metrics