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In a selfish world, an entity (or group) would want to pick up as many novel genes as possible with the hopes that some new genes would be beneficial...
One can consider bacteria having a purpose of surviving, replicating, and passing on their genes in perpetuity. And, not necessarily just individuals, but the survival of the colony.
You exist to replicate, and you replicate to exist.
Those families that don't replicate cease to exist.