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Profit is, by definition, inefficiency.
At the end of the day every employee is the most granular bit of profit-making - I trade my time and zero money for money. 100% profit.
If you removed the money you paid me could say you're being more efficient, but I don't know if that's a useful definition of efficient. Just as you could steal some raw materials and say you're being efficient.
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Why is efficiency the guiding metric of our decision making?
In what way? Google seems like the perfect example of profit obscuring inefficiency.
Only in a highly competitive environment.
But the browser market is not currently highly competitive.