http://arstechnica.com/science/2013/07/why-good-deeds-dont-go-unpunished/

I always find it interesting how reportage about our minds or psyche paints them as possessions set in stone, ignoring their actual nature, functionality, and the fact that new information can give us the opportunity to intelligently direct forces we were previously at the mercy. This is, in part, why we must have an activist’s approach to any matter concerning ‘identity’ (what the ‘is-ness’ of things, beings or circumstances is claimed to be or be like).

“So it appears that nonconformity is a bit of a double-standard, at least under these specific circumstances. We always dislike free-riders, but we will also punish cooperators when their behavior is particularly atypical. As of now, we can only speculate about the rationale for this behavior; the presence of strong social norms may foster a feeling that the generous contributor is trying to make him or herself look rich or powerful, or that they are trying to make everyone else look bad.

When it comes to self-interest, this behavior is completely counter-intuitive; it seems absurd to punish these super-cooperators and want to expel them from the group. After all, their generosity increases other players’ chances, generally at their own expense. But humans’ adherence to conformity is strong, and when the stakes aren’t high, social norms may win out over self-interest.”