If the behavior is rewarded, it is not altruistic but self-interested, which is the true nature of things that capitalism rewards. It is not true in the general case that altruism aligns with self-interest, which is precisely the problem with capitalism.
> It is not true in the general case that altruism aligns with self-interest
Actually, it is true. Treating your customers, employees and associates results in them wanting to do business with you, which increases profits. Treat them badly, they go away and deal with someone else.
Put simply, you aren't going to go the extra mile for someone you hate.
The beauty of capitalism is that it rewards such altruistic behavior - in that you may rejoin them in the future.