It is true that good guys finish last and it is fantastic.  It is fantastic especially in the entrepreneurial game.  Coming in last usually means you have been out the longest.  Longevity is the name of the game.  Your credibility grows the longer you are in business. To be successful in business, you need to be honest and loyal in all your dealings.  You will receive the same treatment in return.  This is the only way to do business.  If you are not honest or loyal it will eventually catch up to you.  Just being a nice guy will get you farther than someone who isn't.  Who wants to be around someone who is only there for himself, and not to help make things better for everyone around?  Businesses function better with nice, honest, and loyal people.  There is stronger unity.  There is better team work.  There is a saying that says, “One bad apple can spoil the whole butch.”  It only takes one person to spoil a business deal.  The service may have been top notch, but that one guy or girl that had a bad attitude could be the only thing keeping you from being a return customer.