No, we should encourage choices that maximize the benefit over all individuals including the person who is making the choice. The person making the choice is in no way morally less important than others.

We should also avoid thinking in terms of a false dichotomy. Most voluntary exchanges and relationships in the world are win-win-win, in that both counterparties are gaining and the externality is positive. In such a context, self-maximizing through profit seeking is the choice that maximizes the benefit to others.

What we want to discourage is a much more narrow cone of behavior. Corruption. Negative externalities. Things that aren't win-win-win.

Of course and one way to do that is by ensuring everyone gains. Startups for example create wealth by building products that provide a service to their communities. Paul Graham talks about this sort of thing on his blog. I think that's great even though it's not the case for folks in rent-seeking economies with zero-sum games where people can only win by making the other guy lose. Would you encourage someone in that situation to act against their self-interest?