This is exactly what personal integrity is about. You make the right choices specifically and only because they are right. And they are hard choices because you are forgoing immediate gain.

Time favors integrity, and a lack of integrity is usually punished. Sometimes at the individual level, as you age and see the error of your ways. Sometimes at the group level, as you watch your community suffer.

"You reap what you sow."

Their parents taught them different ethics.

Most of them become distinguished in academia, and only a few get punished if they are too blatant or piss off too many people (see recent ivys losing their presidents over academic fraud).