Earlier quoted context omitted.
"In economics, the Jevons paradox occurs when technological progress or government policy increases the efficiency with which a resource is used (reducing the amount necessary for any one use), but the rate of consumption of that resource rises due to increasing demand." https://en.wikipedia.org/wiki/Jevons_paradox
It is interesting they consider it a paradox. When the demand curves show it. As making something more efficient moves the supply curve around (and moves where MR=MC is). Or in econ 250 class speak 'shift the supply curve right'. I think the 'paradox' comes in where they do not consider there is more demand on the other side of lower prices? Not all goods goto infinity on cost vs demand curve. But some sure act like…
Another part may be that non-economists (and even lots of students who succesfully passed econ 101) don't think about shifting demand or supply curves. In my experience, most people who remember the textbook supply-demand curves only think about moving along the curves (which makes the classic diagrams pretty crappy pedagogical devices IMO).