A market operates in the context of some rules / regulation. If the rules of the market don't penalise you from doing things that have negative side-effects for everyone, such as polluting the atmosphere, then you can still make a lot of money by doing stupid things, to the point that more expensive less-stupid things cannot compete.

> A comprehensive history of great business fortunes would show a disconcertingly large number that were made [where...] the enterpriser devised a silent way to commonize costs while continuing to privatize the profits. -- Garrett Hardin