  First, the ethical egoist will rank as most important duties that bring her the highest payoff. Standard moral theories determine importance at least in part by considering the payoff to those helped. What brings the highest payoff to me is not necessarily what brings the highest payoff to those helped. I might, for example, profit more from helping the local Opera society refurbish its hall than I would from giving to famine relief in Africa, but standard moral theories would rank famine relief as more important than Opera hall improvements.