In the same way that "product sales" was intended to refer to the result (income), "pollution" was intended to refer to the result (health problems, etc.). While one might think that some result is basically a certainty, the scope and degree of real problems is frequently uncertain. An entrepreneur who weighs potential public health risks does not seem any more difficult to imagine than one who weighs potential bankruptcy risks.

At any rate, pollution is merely an example; you can take any other example you find more suitable.