Why do you adore Gandhi, Ambedkar, Lincoln, and Tolstoy? Why we hate Hitler or Mussolini? Why honest and hard working companies like Tata, Microsoft, Samsung, who strive hard to give more and more in less and fewer prices, thrive by leaps and bounds. Why mushrooming fraud companies disappear like rain frogs?
Because honesty and virtues pay in the long run. People are too intelligent to be fooled indefinitely. They differentiate the good from the bad. They give the prize to the right and punish the bad.
A crook may be successful for a short while, but long lasting success and happiness follows only to those who work honestly, help the poor and live life based on the values.