Useful ideas 1, 2 & 3

Costly Signaling

Costly Signaling Theory says that although costly, altruistic acts may benefit the altruist indirectly, by establishing a ‘reputation’. By demonstrating the sincerity of one's good intentions, costly signalling encourages others to engage in reciprocal altruism. Since a costly act shows ability and access to plentiful resources it may also give advantage as regards mate selection. Smith and Bird state that for behaviour to count as constly signalling, it must be:

1.Beneficial to others
2.Observable by others
3.Costly to the signaller in ways that can't be reciprocated
4.Associated with some strength or fitness of the signaller

Frequently cited examples of costly signals are drawn from human hunter gatherer societies, for example the laying on of public feasts or other elaborate public displays. This is sometimes mentioned in connection with philanthropy as "competitive altruism". As forms of public display go, this is socially far more positive than wasteful signalling methods such as Veblen's "Conspicuous consumption".

From http://www.altruists.org/about/altruism/evolution/costly_signalling/

Such as helping the Grandparents out, perhaps?

Reciprocal Altruism

In evolutionary biology and evolutionary psychology, reciprocal altruism is a form of altruism in which one organism provides a benefit to another without expecting any immediate payment or compensation.

From here: http://en.wikipedia.org/wiki/Reciprocal_altruism

Enlighted Self-Interest

Enlightened self-interest is a philosophy in ethics which states that persons who act to further the interests of others (or the interests of the group or groups to which they belong), ultimately serve their own self-interest.

From here: http://en.wikipedia.org/wiki/Enlightened_self-interest

I might write something about someone who said he was arguing for Enlightened Self-Interest, was in fact arguing for the philosophy of "do whatever selfish desire you have so long as it doesn't harm other people, too much". I would say more, but he might read this some day, on account of me quoting his idea.

Also,

Humans are not rational creatures. They are rationalizing

People also say what they think you want to hear, a lot of the time

Those are good and useful ideas, but probably not profound enough to justify being put in the title ;)