Well, the soul (as in "ultimately yourself") might not give a fuck about morality and goodness, and judge you on failing or not to get what you want. What then?
As for family and friends, people find that those like you just fine if:
(a) you can fake being good succesfully (while still being bad and doing bad things for your benefit - common with politicians, CEO doing "charity" with corruption and cruelty on the side, etc.)
(b) you win material wealth and so they depend on kissing your ass
(c) they are actually treated well and kindly by you (while you're still fine to fuck over everybody else for profit - king of like in mob - their families don't dislike them because they're mobs)
As for family and friends, people find that those like you just fine if:
(a) you can fake being good succesfully (while still being bad and doing bad things for your benefit - common with politicians, CEO doing "charity" with corruption and cruelty on the side, etc.)
(b) you win material wealth and so they depend on kissing your ass
(c) they are actually treated well and kindly by you (while you're still fine to fuck over everybody else for profit - king of like in mob - their families don't dislike them because they're mobs)