In this case, I'm referring to the notion that we all make minor sacrifices in our daily interactions in service of a "greater good" for everyone.
"Following the rules" would be a simplified version of what I'm talking about, I suppose. But also keeping an awareness/attitude about "How will my choices affect the people around me in this moment? "Common courtesy", "situational awareness", etc...
I don't know that it's a "new" phenomenon by any means, I just seem to have an increasing (subjective) awareness of it's decline of late.
Unfortunately, there are lots of situations in life where being a piece of shit gets you rewards.
That person cutting you off in traffic, grabbing the last item on the shelf when you were there first, cutting in line, cheating on their taxes, stealing the job you were in line to get, along with the infinite examples of this in the business and political world.
The vast vast majority of assholes never face real consequences, and those consequences rarely outweigh the benefits they’ve enjoyed from being an asshole.