S&#x2F;he means people who believe that society and individuals are better off serving themselves without any concern for the well-being of others.<p>If this experiment, of giving up a bunch of profit (and his own pay), were to succeed and make the company more profitable, it would undermine the idea that selfishness is the best way to serve yourself.<p>See also: enlightened self-interest[1].<p>1. <a href="https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Enlightened_self-interest" rel="nofollow">https:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Enlightened_self-interest</a>