And then, "enriching myself" is not some kind of end-goal. I am not going to eat my money - or take it with me, when I go. We want to enrich ourselves in order to be able to do stuff: for some, it will be mindless pursuit of pleasures, for some "making real difference", for most - a mix of both.
Taking care of your family first is important not because it is a part of some collective ritual, but because that's how you keep your individual promises and express your very individual affections. What could be more "selfish" than loving your own children?