I think that it might help if one could make rationality look more like a way to win and less like a cult(ure) of self-sacrifice and loserdom. This is a big problem have with LW: it generates Losers, not winners. Yes, generous losers who want to help others, but losers nontheless. An ideology that makes you into a loser (no matter how generous a loser) is going to sell like warm dog-poo.

Spot on! There is an awful lot of social pressure here that has absolutely nothing to do with behaving rationally - in fact, some of it is directly opposed.