Optimized for maximum profit, really. That does not not necessarily mean optimized for cost. For example, society willing to pay a sufficient premium for grapes

Optimized for maximum profit, really. That does not not necessarily mean optimized for cost. For example, society willing to pay a sufficient premium for grapes that come with a no-burn guarantee would mean that burning, while less costly than alternatives, is less profitable in the aggregate. The market would trend towards avoiding the practice. However, you will find no such agreements because society does recognize the practice as being a problem to society.