But if the cultural standard is that no one personally sacrifices anything in order to try to render better moral/ethical outcomes, how will people that become

But if the cultural standard is that no one personally sacrifices anything in order to try to render better moral/ethical outcomes, how will people that become business owners and CEOs learn that they're supposed to be better? And from their perspectives, why should they have to sacrifice additional wealth in order to make some more ethical decision? If they don't make some morally questionable decision, they may worry that a competitor will. No business leader wants to crash their own company; they like the feeling of importance they get. And sometimes they feel like their position makes them feel more important in society at large, too, not just at their own company. Why should they have to make self-sacrificing choices and give all that up, when doing so would make them... like everyone else.