Right. Under capitalism everyone is acting rationally here. Everyone is using whatever methods they can to accumulate profit.
capitalism instead acknowledges that people will sometimes (often?) have selfish intentions and redirects that penchant toward productive economic purposes through competitive counterbalance.
it's still not ok to be a jerk, but if you are one, the system counteracts your selfishness with that of others to reach a greater good (in the form of efficient allocation of resources). "because capitalism" doesn't excuse bad behavior; rather, it brings bad behavior out in the open so other social structures/norms can deal with it.