The rich and famous would get their buttons pushed all day long, while the lonely would fantasize about how great that would be.

But two poor, "lonely" people could just get together and push each others buttons. Thats the problem with this, any two people that can cooperate with each other can get the advantage. There was once an expiriment to evolve different programs in a genetic algorithm that could play the prisoners dilema. I'm not sure exactly how it was organized, which would really make or break different strategies, but the result was a program which always cooperated except when the other wasn't and it continued refusing to cooperate with the other untill it believed they were "even".