The spirit of the Golden Rule or of win-win is a spirit of morality, of mutual benefit, of fairness for all concerned. That's just a moral sense of stewardship toward all of the stakeholders. Smith says every economic transaction. People get in trouble when they say that most of their economic transactions are moral. That means there is something going on that is covert, hidden, secret.
People keep a hidden agenda, a secret life, and they justify and rationalize their activities.
They tell themselves rational lies so they don't have to adhere to natural laws. If you can get enough rationalization in a society, you can have social mores or political wills that are totally divorced from natural laws and principles. He finally resigned the post in protest and considered leaving the company, even though he would lose a big salary and benefit package. He said that the executive team had their own separate set of business ethics and that they were deep into rationalization and justification. Wealth and power were big on their agendas, and they made no excuse for it anymore.