That is one thing I couldn't be less sure about. ..

First of all, the definition of "better" is culturally defined. To illustrate with a caricature, in the US culture "become better" = "have more money". In Europe it would be somewhat different. In India, perhaps escaping one's social status (see the "White Tiger" movie). In ISIS: "kill more infidels" and so on.

Second, this "exemplarity" thing exposes one to being game-theoretically "dominated" by one's fellows. It's a losing strategy.