He wasn't the only one who was right when he said, "[scratch my back and I'll scratch yours]." Still, i think that while it's important to recognize the interest of self inherant in most transactions (it's not in ALL transactions, depending upon one's semantic application) it is not the self-interest which ultimately drives a win-win situation (the highest ideal of capitalism?) but rather the sense of mutual benificence, the other-regarding notion, which keeps everyone on the same page and working together. I think it is too easy to fixate on the self-interests in the business world...but how else could it be when competition is held in such high regard? Competition is a mental short-cut for those who would like to acheive their personal best while cooperative concepts still allow for it, but often get derided as "soft" and smelling too much like hippy-stink.