What is so 'only' about 'yourself'? Is not the first thing one has to learn in this respect that to do something for yourself--I mean, the right kind of thing--is just as valuable and ethical than to do it for somebody else? Wouldn't you say that the good feeling we get simply because we did 'it' (whatever) for somebody else is cheating, in that it postpones the question: what is it good for?
Rudolf Arnheim
altruism, ethics