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You say "none of them sacrifice their own benefits", but I do know people who make sacrifices to choose others' well-being, such as researching the products they buy, forgoing certain foods, products, and services.

So I'd say not everyone is "pretending to really care".

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As long as they own a smartphone, I'd categorize it as pretending. It's like a slave owner who goes vegan. It's clear that they do not give up their own benefits, but merely pretend to, by making choices that do not really infringe on their core benefits.

Morally motivated veganism is the obvious example.

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