The world is not zero sum, AND in practice most business models are not entirely value creation or rent seeking, but a mix of both.

Ideally a new business creates more value than it simply takes out of an existing marketplace.

I think one can argue a lot of 2010s app-ification, Uber-of-X, or what I called "re-intermediation" was more than 50% rent seeking.

The business model of being willing to lose billions selling $1 of goods for 80cents (before even talking CapEx) until your competitors fold (and then raise prices) is the kind of thing we used to regulate against.

At some point our regulation shifted towards a more short term "if it makes consumer prices lower right now its OK".