Achievement is always a collaborative endeavour, not since pre-Palaeolithic times perhaps have proto-humans existed as isolated and self-sustaining entities. Sharing with others is a fitness maximising operation, which can only succeed if we sacrifice some measure of autonomy and personal gain in order to achieve a higher overall social fitness. Those that in current societies exploit the goodwill of others for personal gain do so only on sufferance, they are forms of parasite. In an equitable society, given a free choice (which entails a far more democratic system than those currently exploiting that title), such parasitic behaviour would be eliminated. From studies in Artifical Life this requires a individual strategy that punishes exploiters and rewards co-operators. It depends upon knowledge of the basic behaviour of the people with whom we interact, easy in old-style village communities, very hard in cities full of strangers, but now becoming easier with modern communications and availability of global information. A return to the social values of yesterday may now become possible, where personal sacrifice is not usually in vain and can prove to yield rich rewards.