Why did desmond Morris suggest unselfish behavior is actually selfish?

Desmond Morris suggested that unselfish behavior is actually selfish because he posited that acts of kindness and generosity often serve to enhance one's own social status or well-being. By helping others, individuals may feel a sense of satisfaction, strengthen social bonds, or improve their reputation within a community. Thus, what appears to be altruism may be motivated by underlying self-interests and the benefits gained from social interactions. This perspective challenges the notion of pure altruism, suggesting that even seemingly selfless actions can have a selfish component.