“Selfish” conflates two simultaneously-weighted perceptions “this person should give me more” and rational self-interest / getting or not getting a better “deal.”

Likewise, “unselfish” conflates two simultaneously-weighted perceptions virtue-signaling (appearance of giving) and genuine caring about individuals and people (substance of effective helping).

Another issue is that culturally, some people resent each other when there is difference in default attitude: selfish vs. unselfish. It may seem racist but I’ve observed an underlying tension between Arabs and Israelis arise from this difference in outlook in individual relationships.