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The word has two different definitions depending on expernal factors. Should one be called a good guy please reffer to a different definition. A self proclaimed good guy more often than not is in fact not a good guy. Often straight duchebags and or mean guys will reffer to themselves as "good" guys in order to protect their own image to other people but also in order to keep their perspective on themselves good. We can link it to a coping mechanism where if someone has to do something they shouldnt they justify the action by ether lying or twisting the truth. This is explained deeper in psychology studies. TLDR; self proclaimed good guys are more often than not in fact, not good guys.
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