Notice how in small towns throughout North America, people all know each other, and reputation is quite key to one’s success in a communal environment. Businesses will tank in small towns if all the potential consumers think the shop owner is a prick.

Being nice to another person in a small town boasts a greater chance of repayment of the good deed. Compared to a sprawling metropolis, oh let’s say Los Angeles, everyone is so disconnected from one another and Good Samaritians are hard to come by, mostly because the deed will slip away in the sands of time and ultimatly be forgotten and unpaid in the future.

Another angle to consider, but good article.
Concise well structured.