Fame by way of YouTube and reality television is usually temporary, unlike honors for doing good deeds, Brim said.

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Research indicates that doing good deeds, volunteering or being altruistic actually floods your system with serotonin - the feel good hormone.

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Their definition of national interest and of how American military muscle should be applied in its pursuit does not sit easily with the prime minister's boy-scoutish enthusiasm for doing good deeds in a bad world.

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Then, today, I read in the New York Times that the company is doing even more seemingly good deeds.

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