I wouldn't think of it that way. Being nice actually adds value to the transaction, for both sides.
It sweetens the deal without actually costing anybody anything. Even if nobody takes home any additional dollar bills when the business is concluded, if everyone is trying to be nice, it may be worth going ahead with it anyway, just to build mutual trust and confidence for some future transaction. Though you can't ever spent it directly, and it is difficult to measure, reputation does have monetary value.
Essentially, it's like having a magical purse of silver coins that is never empty, but you can't ever spend even one of them yourself. You can only give them away to other people. Is it better to hoard those coins to yourself, or to give one to everyone you meet?
It sweetens the deal without actually costing anybody anything. Even if nobody takes home any additional dollar bills when the business is concluded, if everyone is trying to be nice, it may be worth going ahead with it anyway, just to build mutual trust and confidence for some future transaction. Though you can't ever spent it directly, and it is difficult to measure, reputation does have monetary value.
Essentially, it's like having a magical purse of silver coins that is never empty, but you can't ever spend even one of them yourself. You can only give them away to other people. Is it better to hoard those coins to yourself, or to give one to everyone you meet?