Being smart is an identity. People self-identify with their strongest traits and (rationally) try to base their life around them. It's then natural to have goals (aims) like becoming even smarter, associating with people who appreciate your intelligence (i.e. other smart people), choosing careers where intelligence determines success, and so on. And it's also natural to have biases or preferences that "look down" on qualities other than intelligence and care less than average about them in other people.