To summarize, the studies mentioned above suggest that participants could have had their relevant fairness norm activated—in this case, the norm that flipping a coin and conforming to its results is the morally right way to behave—and even be motivated to some extent to do so. But this motivation must have been so weak that, once the cost/benefit analysis was done on an alternative action of secretly ignoring the coin when it went against the person and instead assigning oneself to the positive task, it became fairly easy to outweigh or undercut the motivation to do the right thing. So our fairness norms look to have little enhancing power after all, or at least in these kinds of cases.