I think you are confusing "societal value" with "things people are willing to pay for". Like a coffee shop. Another coffee shop doesn't hurt society, nor does it benefit society at large. Even on the scale of a small town, a coffee shop adds nothing of intrinsic societal value.

But people still want their caffeinated milk shakes and misnamed espresso sugar drinks, and they will pay a premium for their fix.

Maybe they work as an app or web dev?