The obvious solution to this is to make "lucrative" a non-goal for anything, including computing, so that we pick "fun & socially beneficial" every time. This will require some major societal restructuring. Are we up for it?
For starters, doing something not-fun, but socially beneficial and lucrative seems like a good thing, if that is someone's choice.
Also fun, not socially beneficial, and lucrative (assuming the job is not socially harmful), such as esports doesn't seem like a problem to me.
The government is indistinguishable from the 10 biggest corporations, as it should be; and all the people need to live and distract themselves to death is provided by heavily automated labour and transport. A few people actually dollarCoins, but you've never seen one. Cash and unregulated cryptocurrencies are illegal, of course, as they aided and abetted terrorists, criminals, pedophiles, the alt-right, and possible alternatives to the powers that be.
Entering your shared containerpartment, you blink away the afterimages from your google glasses as you move to sit down in front of your itechscreen ('smart' was deemed an iq-slur last year, prompting some rebranding.) Your roommate doesn't ask you how the anti-trans-racism protest went; you've never talked to him.
The time between removing your glass and hooking in to the facetube feed is an unpleasant opportunity for your mind to reflect, as you gaze out at the decaying brickwork in the distance before closing the hatch to your cell.
You are free.