When you forgo short-term rewards for the purpose of benefiting the community as a whole in the longer run, there will always be at least one self-centered individual who will see an advantage for himself to not toe the party line.
Unless such individuals are publicly named and shamed for their actions, they will see no reason why not to continue their selfish behaviour. In fact, the lack of negative feedback only serves to reinforce their anti-social response.
Management also use the same tactics as the self-centered individuals. Management are a bunch of individuals that pretend to act as a team when it suits their purpose. But, when things go awry, they will eat each others young to protect themselves and their own selfish interests (watch carefully the management fallout from the flypast incident).
We have only ourselves to blame for allowing them to get away with what they do.