I'd argue for a third category where the new thing addresses a problem that the company themselves is making more problematic (e.g. TurboTax) or where "more efficiently" involves cases where costs to the company are exchanged for costs to society (e.g. petroleum companies, cambridge analytica).

I think this category represents the majority of economic activity today, which is why I'm skeptical of markets being zero sum.

The result is the same though: find was to get more of (1) and less of (2) and (3).