Howcome they are good values then? Surely faking worse values isn't the only way to win respect. The majority of people admire courage, for example. Upholding good values takes courage, among other qualities. Why be a hermit, a Ben Kenobi? All hermits go a little bit crazy in the end, even those with lightsabers and/or broadband.
So it's hard to be good and popular. But whoever said that virtue doesn't require cunning? (And good PR)
PR helps of course, but I posit it can only take you so far. there are limits to how much of a worldview gap PR alone can bridge. after that you need to either act on different values or change society.
a simple example is people who find it natural that criticism is a gift to be cherished, may find it hard to get along with those who find it scary. yes, this particular issue isn't that hard to fake -- just don't criticise people who won't like it. but it's not very easy to enjoy faking it.
update: also, ppl who think criticism is scary, probably won't give you any useful criticism. lovely.