Well put mate.

There’s nothing wrong with doing good deeds and enjoying that giving feeling. Sometimes it’s worth showing off, sometimes it should go unsaid.

We do nice things for others for the feeling it gives us, and the reciprocity of gratitude of the receiver adds to that.

It’s the pretending that one is doing it purely out of virtue which sticks in the craw because that’s faker than fake - they show it off and want the plaudits whilst acting like they don’t as if they’re simply holier than thou which just reeks of insincerity; it’s the modern day equivalent of buying indulgences.