For example, someone on HN said they work out every day, not because they think it will make them super buff, but because they consider it a virtuous thing to do. If they miss a day, they will forgive themselves and try their best to pick it up the next day. They consider doing this virtuous act to be the end in and of itself, while treating any health benefits as a bonus.
I quite like this mental model for some reason I can't quite put my finger on. Maybe it's the similarity to virtue ethics, which was always for elites and I have an elitist streak.