You never get on top when you are playing mister nice guy. There are competitors, there are resources you want to have as cheap as possible. For a cheap mass VR HMD. There are ETA's or customer goes to competitor. There are things no one has influence over. Egomaniac worldleaders who influence international markets and makes everybody pay more for everything.
Try being decent, nice, humble and hardworking. Those are not the ones we are remembering in the history. Bill Gates was no mister nice. Now he has all the money, he can be the one annihilate malaria. Steve Jobs was not a nice man. No leader of a company is nice.
I do think you have a nice and decent friends who you think they are decent, hardworking and doing the right thing.
It is a dog-eat-dog world out there. Even your nice and decent friends, @sjefdeklerk. Try having a different approach and you'll notice. They have a laugh with you and they continue doing what they do. Making you no wiser, or richer. As long as you are not interfering with their business.