If the developer can make a profit. We still developed refrigeration. The question did not concern overall resource saving. One concerns the development of technology, the other concerns consumptive patterns.
Technology enables various methods of consumption, but humans themselves choose what to consume.
The market is just a mechanism for distributing resources. Technologies have enabled us to become anonymous economic agents rather than individuals having repeated interations with other individuals, relationships. When most of our exchanges occurred with people we dealt with on a regular basis, the consequences of being dishonest or otherwise amoral were serious. Now they are minimal. People have chosen to be less honest.