So suppose you have just arrived in a little community of Moomins Christmas spirit sweater, and everyone is very altruistic. People help each other all the time, the young help the elderly with their groceries. One time you forgot your wallet and the cashier told you it’s ok you can just bring the money with you next time. So here you are with those wonderful people and you have two possibilities (actually you have a spectrum of possibilities but we take the extremes). Either you do like everyone and be altruistic too, then everything goes fine. Or you decide to play it greedily and start profiting from others’ altruism without giving anything in return.
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If you chose the first option, well, normally everything goes right and you live a Moomins Christmas spirit sweater. If you chose the second option however there are two possible answers from this community. Either they decide to punish you (for example by rejecting you) or they just keep on being altruistic with you. The second case is just not viable for this community because being greedy is more rewarding than being altruistic there will be more and more greedy people coming and the community will collapse. All the natural niceness can (and is, in the second book I gave) be explained by a survival argument, mothers love for instance is a way for our genes to ensure their survival through the children. However once again I think that the cultural and social factors are much more important and can erase any natural behavior.