Yay! The whole article makes more sense (or less) when you consistently apply that first definition of "efficiency"! Of course, I prefer the "stable, sustainable path to profit" model, but that makes parts of the article sound really dumb. Is anybody out there even doing economic modeling based on the idea of longterm stability and sustainability (financial, environmental, and otherwise) or is that just wishful thinking on my part? And why can't I hear economics from people willing to point out that corporate personhood basically boils down to enslavement of imaginary immortal entities for the benefit of their stockholders at the expense of longterm stability and sustainability? There's got to be someone doing this, but I can't imagine it's a very popular point of view.