This is really the basis of Austrian economics. It is human nature to constantly desire more/better. That doesn't mean someone necessarily wants more material goods, but rather than they necessarily want more fulfillment. It can come in any form.
Regardless of what form that takes, nobody is willing to trade greater perceived value for lesser perceived value. Even the so-called altruistic reasons have at their center a personal goal that outweighs the cost. It is this human dynamic that Mises writes about in Human Action.
There's nothing wrong about any of this. It simply is. In fact, as you have noted, it is what pushes us ever forward. It is what provides trade and interaction. Without this human dynamic, we'd run purely on instinct or be automatons with little variance, other than perhaps individual roles in nature.
The drive for more is a good thing. The drive to gain from every transaction is a good thing. The drive to do so at any cost and expense/harm of others is not.