Since you seem like you might know, I am curious... those who believe that inefficiencies in the market are what creates profit, and that markets will naturally

Since you seem like you might know, I am curious... those who believe that inefficiencies in the market are what creates profit, and that markets will naturally act to reduce inefficiencies... how do they explain skyrocketing increases of profit and decades-long persistence and growth of profit which is supposed to be quickly reduced to zero by the optimizing market? It seems like a really obvious disproof of the concept on its face, but the concept doesn't seem to be losing any traction. Are companies simply better at generating inefficiency than the market is at eliminating it?