"service" definitely can be a goal just by itself - perhaps you can argue that it shouldn't be a goal by itself, but I think that it's undeniable that in certai

"service" definitely can be a goal just by itself - perhaps you can argue that it shouldn't be a goal by itself, but I think that it's undeniable that in certain cases it is a truthful, accurate description of a goal that some people have. And IMHO the "should" discussion is even not that relevant there because it does not change the values that people actually have. As people say regarding decision theory, "the utility function is not up for grabs"; people's goals are what they are, and if it turns out that someone's goal actually is more about personal service than good results, well, you can't force them to change so let's just facilitate them to get good results while still achieving their core goal, to get a win-win outcome. It's plausible that their goals might also be achieved just as well without actually productively helping someone - so you might want to nudge them away from that and towards more productive means; but these nudges won't be effective without taking into account what their actual goals are and what types of "service that actually does help" are not valid options because they don't satisfy the goals of the potential helper.