Excellent quote.

You're right, of course, everyone sees themselves as the hero of the movie / narrative that is their life. It can take a ton of skill and patience to bring that out in some people, but it's always there. Doing a good deed gives people a chemical rush that has been measured by scientists, so good deeds are rewarded in that sense.

If you don't give people a good enough reason to play the role of "the wronged hero seeking revenge", most of them won't.