Even losers buy morality. This is OK since they are usually hypocritical enough not to employ it in important Near mode decisions. Costly morality is a true signal, not playing along with the signaling game signals... you are a loser. None of this is conscious of course, the directors weren't deliberately trying to deceive the audience. But what they subconsciously end up doing benefits those who can afford the costly morality more than those who cannot.