Earlier quoted context omitted.
Is it unintuitive? The concept of diminishing returns applies to everything any living thing does. I think it's very natural, even in the 'our brains are wired for this' sense.
Yes, it's counterintuitive to many people that "the optimal amount of $BAD_THING is non-zero" for a rather large set of possible values for BAD_THING. "You can't put a price on human life" is one common occurrence of this. I thought it was just a throwaway phrase, or a wish of how things could be, but I've regularly run into people who don't understand why we would ever fail to spend absurdly large amounts of money t…
It's the edge cases-- the things where it's really hard to get rid of and we get some useful benefit from the related activity-- where it's nonzero.
Of course, those edge cases are our biggest world problems-- for example, pollution, because pollution abatement is hard and the industry and commerce that produces pollution is beneficial... or fraud, because fraud protection is hard and the industry and commerce that provides opportunity for fraud is beneficial.