What you have just said is exactly egotism. From wikipedia: "Egotism is the motivation to maintain and enhance favorable views of self."
and also:
"Various forms of "empirical egoism" can be consistent with egotism, as long as the value of one's own self-benefit is entirely individual."
It just comes out in the difficult situations like doing a startup (in a war, etc).
That particular thread shows how people fight to remain egotists. Seems like me alone do not care about favorable view of myself (think karma)