>This is not, in fact, an unusual thing- people are are frequently willing to take some personal pain to punish what they believe is wrongdoing or failure to adhere to social norms.

I would even go as far to say, it might be a case of them believing that they are taking short-term losses to come out ahead of this in the long-term. Whether it will turn out this way in reality, we will see, but that line of thinking actually does make sense.