This is the kind of value a population can collectively hold until they look around and see the culture doesn't value it anymore. Moral integrity stopped being a cultural value that mattered here before I was even born, if it ever really did matter for anyone except the "common" man.
Honestly, I don't care about what the culture does. I act with integrity because of my values and who I want to be, not because I'm under any illusions about how many of my peers will do the same. It is, in my opinion, the only way to live well.