I can attest to this sort of mindset.
A best friend and I work in entertainment. Subconsciously kept good relations with prospects, doing favors without expecting reciprocation. All though my best friend, at that time, constantly stated his close minded opinion of my pointlessness -- cut to a decade later and guess who has retained a good reputation and guess who has been almost completely forgotten?
So grateful I naturally decided to be a civil human being. The disadvantages in my social life are highly made up for in the advantages of business and people that matter.