I think we're just in a societal trough right now. There's a broad swing that's constantly happening throughout history between selfishness/selflessness. Right now, we're going through a selfishness phase. It doesn't matter how well you appeal to people to be less selfish. They'll come up with justifications for why selfishness is better/more rational, etc. Current trends in thought dictate that people start with differently tuned assumptions. You can logically justify anything if you start with the right assumptions.

After a few decades, we'll be swinging back to selflessness and doing just as good a job of justifying why that makes more sense.