This really is true, including with friends & family.

But I think the larger picture is that everyone benefits from increasing Bitcoin adoption, because the world will be substantially better on a hard money system. Some ppl will get rich from the early run-up of the Bitcoin price (that we're still in) but that's actually incidental and not something that you really have to ensure others benefit from, even friends and family. The larger mission is for all society and everyone's benefit.