It feels like promotion of virtue is a valuable social function and neither bigcorps nor government are incentivized or interested in doing it in the US?

Possibly explains the popularity of "12 rules for life" etc. Also I feel like it's an underappreciated theme in @balajis.eth's writings on network states.

Yes. Virtue is good because it’s decentralized self-control. The more virtuous the society, the more self-disciplined, the less need for centralized law enforcement, rules, and punishment in general.

Virtue is why we can have nice things.

Raising awareness and educating about fundamental emotional needs should be the main activity of government. Good leaders mostly just communicate well the shared goal. Humans develop pathologies if our findamental needs aren't satisfied, and thus become a burden or a danger to everyone else. So meeting them is the key.