Living in modern society – perhaps living in society at all – is a trade off between going with the flow or not. Those who go with the flow generally reinforce the expectations of those around them; in simple terms telling them what they want to hear.
Those who go against the flow have a vein of honesty which does not permit them to fraudulently say what they don’t actually believe. This is not self-serving but it does serve the culture with the sustenance it needs.
Honesty is the one human trait desperately needed and the one least likely to be found.