Saying it's no problem to increase energy use 10x as long as something else uses more is not really a compelling argument. Especially when there are decent replacements to save the 10x item.
If I made a 10x less energy use AC I'd be a billionaire; comparing to one of the most costly energy uses that has no simple replacement is not a good metric.
You still have to consider what is worth optimizing and what is not. Getting your task done because of a superior search engine also saves total energy spent on getting that task done.
If AC did not exist and I invented it, I would also be a billionaire, energy consumption would go up, and the net effect for society would be positive. Energy consumption going up has always been a sign of improvement in human wellbeing. Why would the future be any different?
If I made a 10x less energy use AC I'd be a billionaire; comparing to one of the most costly energy uses that has no simple replacement is not a good metric.