Oh, you aren't talking about just morals, you are talking about character. And by character I mean, "the inherent complex of attributes that determine a person's moral and ethical actions and reactions." Obviously, the particular attribute you are debating here is integrity (as in honesty or virtue).
The fact of the matter is, that materially, people can get ahead by sacrificing their integrity. However, as I said in my earlier post, they face shame (a painful feeling of dishonor, disgrace, or condemnation) and if that doesn't deter them, then they will begin sacrificing their much more valuable opportunities for social bonds and relationships for the less valuable opportunities of material gain. People generally don't like being associated with liars and cheats because it is difficult to trust them.