This is essentially the concept of false virtue. The logic is along the lines of people who are of false virtue are those who pay constant attention to just how virtuous they are and use it to fuel ego/superiority complex in their own moral grandstanding.

Meanwhile those of true virtue do not recognize or pay attention ti/hype up their virtuous actions even to themselves, thus preserving humility and acting out of the pure sake of goodness and not clout chasing. Self interest wearing the mask of virtue is constantly concerned with appearances and looking good to others/themselves, true virtue simply is and its being requires no recognition of itself.