For me, this is a standard technique. Whenever someone tells me how altruistic they are or have been, I try and figure out which replicators are likely to be involved in the display. It often makes a difference whether someone's brain has been hijacked by memes - whether they are signalling their status to prospective business partners, their wealth to prospective mates - or whatever.

For example, if they are attempting to infect me with the same memes that have hijacked their own brain, my memetic immune system is activated - whereas if they are trying to convince people what a fine individual they are, my reaction is different.