What about those who would argue til they are blue in the face that that do what they do "Because they believe it's the right thing to do, regardless of whether it gives me pleasure or not, and I know that often it won't.
Q: Why do you want to do the right thing?
A1: For it's own sake (translation: believing that I did "the right thing" will give me more pleasure than believing I did the wrong thing).
A2: Heaven/hell (obvious)