Being good

Why does society expect us to be good at all times. Shouldn't there be a reason and a choice? I think this chain of thought is quite analogous to Ayn Rand's theory of objectivism but somewhat different. I am not saying that man has a right to think of himself and only himself. I personally think Rand is right logically but I am still queasy about seeing a world in which every man is following this line of thought. That is not exactly the issue. The issue is co existence. Assuming that Rand's wish is granted and man is allowed to be selfish (which he is in any case practically this day), we will see that people will have ill will towards the elite, the powerful who choose to be "selfish". They are expected to be "good" in the sense of helping the ones fallen behind, being polite, compassionate, charitable and what not. But the burning question is why ?!! Why should these things be expected from anyone. I mean the whole issue is that when getting something you don't deserve, you need to be humble. You cannot expect compassion just hope for it and appreciate if it comes your way. That is sadly lacking more and more in society and expecting things without deserving them is growing rampant.