Earlier quoted context omitted.
I don't think they ever thought they could "get away with it forever", it's more like: we have an opportunity to make a lot of money now before people get sick of it and legislation is pushed. That's how big businesses operate, they will always push the line because it is most profitable in the short term. The long term for them is made up of ups and downs on an upwards curve, they push the line (up) get pushed down…
Nah, I can come up with countless examples of companies making decisions to maximize their market cap over the next 0-2 years, that are obviously going to have a huge negative impact over the next 5-10 years (a much greater negative impact than was gained in the short term). Serious long term thinking by those running companies (on the time-scale of 7-10+ years) is extraordinarily rare and represents a massive compet…
But regardless, it’s impossible for a business to focus entirely on the long-term. Why? There are short terms costs that have to be paid as well. So there has to be a trade off “if we do X we can keep the lights on and people employed while we work at Y which pays off in 10 years”.
Private companies typically have it a bit easier since they don’t worry about stock price, but I’ve seen plenty of private companies make stupid decisions too. At least stupid in hindsight, but not stupid at the time they were made.