It’s easy to be nice (or virtuous or kind or thoughtful) when the eyes of the world - or even a single person, for that matter - are on you. It’s much harder, and frankly, far more telling and meaningful when they’re not.
This is true in all walks of life, but especially so in the business world, where we allow ourselves to use the “capitalist filter” to make decisions that, if we were to step back and assess them in a broader social or moral sense, we likely would have acted otherwise. (Putting aside why people are so completely comfortable divorcing moral or fairness considerations from economic ones. That’s a conversation for another time.)