Living Comfortably, Don't We?

Are we living in the comfort zone? Be it a developed country or developing countries, I am very and proudly to say "Yes". We are living in the comfortable zone and yet sometimes we don't appreciate them. A very good book that I read from, explains evertything. Especially in business field, these business people, they mostly don't care whatever things that they're doing (but some) that what they focus mainly on profits. Here is one good example :
There is this very modern and people-like-to go shop, (which the name not be mention) that usually get good and frequent customers. It is a somehow like a coffee shop. This shop is located in the shopping mall. Everyday passing this shop, the seats are always full and people are waiting in line to get a place. On a very different day, as usual for me to walk pass that shop. I saw another shop sharing the same name, newly built just two lots from the previous shop! So I was very curious and like "What the heck are there two same shops just steps away from each other?" Thus, I took the initiative to ask the person in charge of the shop. He explains and tell me, because there are too many customers and that the seats are not enough, so they decided to build another one next door!

Even sometimes, we can see that there will be more than two shops sharing the same name, selling the same product or services in a building. Is this even necessary? By having a whole shop lot, you will need to get extra building services, building fitments and extra refurbishment for it! Is that even necessary to make extra shops when you already have one? Why not just renovate the same shop and make it bigger instead of building a whole new one? Based on this, we are really wasting resources more than we need to. We are really living in this comfortable zone to consume the resources as much as we can and waste as much as we can instead of saving them. Do they even care? Or do you?