You know that doing X will harm the company in the long term (defined as anything past your likely tenure in this role, so usually 2 years max). But doing X will bump revenue in the short term, and get you your bonus and your happy life.
WDYD? Given that to get to a level where you have the power to make this decision, you had to have a particular personality type and set of priorities, it's extremely likely that you decide to do the thing that helps you and hurts everyone else.