Precisely. You can even make the argument that if one donated everything they had to charity, anonymously, that they're doing it because they value the feeling that they get from giving in such a manner. They're primarily doing it because it satisfies a desire within themselves. Having said that, I think that if one acts to benefit somebody else, to their own material, health or lifespan detriment, and the only reward one gets is gratitude or some emotional reward, then such actions, if not technically selfless, are certainly admirable.I'd take it a step further and suggest that there is no such thing as a selfless/altruistic act. I don't see the word selfish as being exclusively negative. In the extreme example where I might sacrifice my life for that of sister's or something of this nature, the emotional pay-off I get from reinforcing my self image as a wonderful brother and humane pay-off is where the selfishness lies.
My husband's cousin was killed in Afghanistan last year. (British Army, in case you're thinking that you hadn't heard this story in the media.) He was dashing to help a fellow (much younger) soldier who'd stepped on an IUD, when he stepped on another one. You'd agree, I assume, that it'd be pretty difficult (and obviously callous!) to argue to his widow and 4-month-old son (at the time of his death) that he was "selfish", because he acted consistently with his beliefs about what kind of soldier he wanted to be.
One also has to remember that all our emotions and social customs have evolved over time to best advantage the species. Selfishness is motivating, and that's why experiments in socialism have been "less than successful". Working in anticipation of material rewards for yourself and your family is simply more effective as a motivator than asking people to work for "the common good". (There will be exceptions, but for the vast majority, the common good is just too remote and abstract to be an effective motivator.) At a societal level, capitalism increases overall production, and allows us to afford a welfare system for those who are unable to contribute.