Our economy is built upon taking advantage of social and environmental resources. Profit is commonly maximized as costs are minimized. Examples include slavery, cheap foreign labor, and real estate development. These goods have social or environmental costs which are not considered. Throughout history and through to the present, natural resources have been developed and labor has been taken advantage of as a natural part of our economic construct.
Capitalism encourages the maximization of self-interest.
Sustainable development on the other hand, requires a middle road. We should get consistent B's on our report cards and not aim for A's at the risk of getting some C's. This is counterintuitive. For sustainable development to be a realizable goal it cannot be counterintuitive, rather the evaluation of the middle ground and the aim to create a balance must become commonplace. Sustainable development is a good goal.