'Dumb' is probably the right word. That's how a free market works - every actor works in their own interest. If you try to do something moral but it profits less, then you'll be competed to bankruptcy. Just how it works.

We want a more 'just' system, it requires regulation, so everybody is playing the same game.

Oh! We've deregulated. That's supposed to help make folks more profitable. But, whoops, it's the same playing field no matter the particular rules. So deregulation helps who? Big players, international players. Not you and me.