The incentives line up so that actors pursuing their own interests (profits/preferences) in aggregate causes human flourishing. Road to hell paved with good intentions.
should also mention morality varies across individuals so what is immoral to someone may be moral to another (eg drugs). these co-exist in capitalism/free market.
However if society on average values humanity more, then this behavior will be selected against in the long run. This means people can cheat in the short term