Very good point – arguably many companies also just have a constant budget for their computing expenses and will buy the biggest/most boxes they can get for it.
I still do think that it's an important difference whether becoming more resource efficient is something that could be incentivized/enforced without endangering the underlying business model or whether resource waste is the business model.
So then it comes down to, we’ll is that extra processing these data centers doing useful or wasteful? And that’s all subjective. Some of its more clear cut probably: work that leads to new medicine probably useful. Work that hijacks dopamine processes to addict people. Arguably not useful. But how do we determine that fairly? And where would we draw a line on this kind of moral policing of energy use?