The Decapitated Centaur said:
It's perfectly valid given that one can act in a way that is beneficial to a single individual but harmful on the whole to the general populace
How so? If an individual act helps oneself, but harms society, it is likely that society is harmed because individuals are harmed. Individuals often oppose harm to the collective, because doing so harms individuals such as themselves, their family, or their friends.
The reverse is also true. Individuals helping other individuals helps society as a whole by default, while certain practises that help the collective, help individual lives.
Someone arguing an issue on the basis of its benefit to society as a whole may be thinking of its effects on individuals, while someone thinking of an individual issue may be thinking of the impact on society.
This is what I mean when I say that collectivist v. individualist is a false dichotomy. The two are not really distinct.