Sometimes innovation has an important back-end to make that innovation sustainable/workable. Depositing checks via mobile camera, needs a lot of back-end support. Legacy back ends can be very difficult to innovate around, and that is "invisible" to the user.
But, the Paradox does cover situations where more efficiency actually means more consumption.
I got rid of my car about 1 year ago, and have never looked back.
So... did you ever wonder, do garbagemen take showers before they go to work?