A just-world-based culture where you show off your success is treating the fact of your success as evidence that you are virtuous and deserve that success. This doesn't follow, and in practice has bad results.
Also, it is better if they feel guilty, because they might do something useful with their money to assuage their consciences.
Are you saying that being successful isn't in any way evidence that you deserve it? For example, does winning all those competitions provide no evidence at all that Usain Bolt is a great sprinter?
I asked this before and got no answer: what exactly are the bad results? Seems to me that if Usain Bolt feels guilty about winning the Olympics, that's worse for him. If everyone expects Usain Bolt to feel guilty for winning, people who would otherwise enjoy athletics won't try and compete in the first place. That's worse for the world generally.
What exactly do you expect Usain Bolt to do with his money?
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