It's all in the marketing; and it's ALL marketing.

First to market assholes.

Dominate the market assholes.

Sell the bibles assholes.

Go Fight Win assholes.

Competition assholes.

Civilized assholes.

The mean Mean.

Humans evolved to not know the difference between bullies and leaders because bullies are as likely to promote a community of humans as are intelligent leaders. More so when the other communities of humans are also bullies and "the best defense is a good offense".

Cooperative humans contributing to their places and the future of the planet won't need assholes anymore, but we've got to get past an awful lot of assholes to get there.