High status individuals often like engaging in visible self denial because it's a way of reinforcing their high status. And i think altruistic purity is sometimes an obstacle to the success of movements like the environmental movement, because they make it all about hair shirtedness. But if you look at soap advertising from the 18 eighties or the 19 twenties, it includes a selfish benefit. It was a very darwinian message, which suggested that if you don't wash with soap, you'll smell in fact, well enough, always the bridesmaid, never the bride. Is a headline from a listerine advertisement of about 19 25. I must make that point just in case some one