For some businesses being efficient means there is a side-effect of destroying the planet. For others it's causing customers/employees long-term health effects like cancer. Many industries that are considered highly profitable have these types of things -- think pharmaceuticals (legal or not), lending, gambling.
"Success" in a business generally means being profitable. Usually this requires being "efficient" but being efficient isn't the goal. Neither is "Net good for society/humanity at large" -- at least not the main one, taking priority over being profitable.
Can I really say a company lobbying for worse people/worker/world conditions to be a "success"? The cigarette metaphor is apt here. if you wanna go more extreme, children in mines would be the best success; employees who can't talk back, can be paid peanuts, and are easily replacable is peak success.