Usually the theory of "Enlightened self-interest" is labeled as simple selfishness. But I think that many people do not like to think that you are really looking only for their own interests.

The search for individual interests brings the greatest individual and group benefit, since the group is no more than a bunch of individuals.

Steemit was quite intelligent in channeling the individual benefit (be it through curation, upvote, comments, publication, etc.) in an indirect way.