Funny story:

in Rogue Trader, you can take certain storyline choices that are Chaos, Imperial or “Demagogue”. Demagogue actions includes thing like “Don’t murder the tens of thousands of refugees, despite some of them being chaos worshippers and it being really fun to kill them all”

However, players started noticing that playing the demagogue path gets you neither of the two powerful gear unlock paths, and started asking the devs “Hey, how come I don’t get rewards when I’m being a really Good guy?”, to which the devs replied “If you’re doing it for the rewards, you’re not really being good, are you now?”