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RE: How 'Selfless Service to Others' Is Actually Creating The Opposite of Spiritual Greatness.
One also finds that "self-less" actions are accompanied by "self-promotion". Trungpa had a term for this: Spiritual Materialism (also the title of one of his books, which chronicles the variety of postures of the faux-spiritual).
Sometimes - yes - or undercurrents of expectation of veneration. In the worst cases, these people are seeking to spread ideas of selflessness so that another aspect of their personality, or even another member of a cult they belong to can fulfill the vampiric role of the 'service to self' pole! Mess stuff! <3