I agree with your philosophy. You must live with yourself, and to be less than kind would violate your own standards.
Yes, as Glenna says, we do teach others how to treat us, and it isn't wise to stay in a relationship (friend, lover, or business associate) where the give/take balance is too one-sided. But it isn't our responsibility to force others to live by our standards.
As I see it, the consequence of being an ass is that you see an ass when you look in the mirror. Perhaps such people do get more respect in certain quarters, but I'd rather have my self-respect.