That is an interesting comparison.

If they adopt either an Ayn Rand-style, "all altruism is selfish", or else a cynical, "altruism is just virtue signaling", then promoters of effective altruism should try to market it as sexy.

They could develop marketing materials portraying effective altruists as hard-working, hard-partying, sophisticated, game-winning, lady-killing, truly conscientious but aspirational millionaires that have developed such complete mastery over their own lives that they now work toward effective as the last game worth playing.

Like a mix between the hunter in "The Most Dangerous Game", Ozymandias from Watchmen, and Gandhi. Or something.