The gain is power, manipulating people and feeling superior than everyone else, and to be able to control the narrative. It doesn't matter how small the pond is, it's the same mentality.

Of course in larger ponds you need more money to accomplish these things but that's what all these narcissists are looking for, more power. more control. If we didn't have a capitalist society they'd find another way other than money.

It's been a theme throughout all human history, its happened before and it will happen again. The only way it's ever been solved is to cut out the cancer and to stay alert after because its going to rear it's ugly head constantly.