Undoubtedly there are some alternate materials you could make a light bulb out of that present a trade off between longevity and efficiency. But there will also be materials that last a long time and have high efficiency. Moreover, even if they want to use the filament material that emits whiter light and then burns up faster, they could then use more of it so it still doesn't burn out quickly. But they don't want to do that, because it would cost marginally more and more importantly then you wouldn't have to buy as many light bulbs.
It's no good to pretend this isn't possible. There isn't an inherent trade off between brightness and efficiency, because inefficiency is just the percentage of the electricity that goes to producing heat rather than light. At the same power consumption, a more efficient bulb is brighter. LEDs are rated as "100W equivalent" even though they consume ~20W. And the LEDs themselves last far longer than the equivalent incandescent light, but then they purposely combine them with a power converter that burns out much sooner. It's marketing, not physics.
