If you scanned my brain while I ate a scoop of salted caramel ice cream, you would undoubtedly find increased activity throughout my brain’s reward system. Or you could save a lot of money on fMRI scans and just ask me if I love salted caramel ice cream. When it comes to ice cream, our conscious experiences and our brains tell the same story. So why isn’t it the same with social rewards? Why doesn’t it seem like being treated fairly would feel good? Why don’t we recognize that there is something intrinsically rewarding about helping others that does not depend on believing one will benefit materially? Research suggests the reason is that we feel compelled to tell everyone how selfish we are—even if we aren’t selfish.