You have to differentiate between what an individual thinks/does/decides, and what society as a whole thinks/does/decides.
For example, in a society that generally accepted that it was the “done thing” for a person to die on the funeral pyre of their partner, saying that you wanted to make a deal to buck the trend would certainly be seen as selfish.
Most individuals see the world in terms of options that are socially allowable, and signals are considered relative to what is socially allowable.
You have to differentiate between what an individual thinks/does/decides, and what society as a whole thinks/does/decides.
For example, in a society that generally accepted that it was the “done thing” for a person to die on the funeral pyre of their partner, saying that you wanted to make a deal to buck the trend would certainly be seen as selfish.
Most individuals see the world in terms of options that are socially allowable, and signals are considered relative to what is socially allowable.