Even if we fulfill all human material needs, like with a hypothetical luxurious UBI, people will still attempt to one-up each other in the status game in ways no longer tied to resources. 

In a sense, status is more persistent as a driver of human behavior than literal survival needs.

It seems important to figure out how to harness innate human status-seeking behavior for pro-social ends

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We simply make it cooler and cooler to be kind, self-respecting, and a great collaborator