In the collective model, altruistic and individualistic values/norms come in to optimize the outcomes that would otherwise occur if voting depended solely on preferences/interests. In the individual model, I think such values may come in at an earlier stage.
The beginning of the story: Assume there are two major kinds of suboptimality that a learning and decision center within an organism will be prone to. First, the center will not work hard enough, because the benefits of work by the center will be in large part external to the center itself. Second, the center will work to benefit its own particular limited interests rather than those of the individual as a whole, much less those of the surrounding social system.
Two numerical examples: The control center will not carry out an action that costs it 2 and that then benefits itself 1 and the external system (the individual in which the center is housed plus the social system in which that individual is embedded) 5. Nor will the control center carry out an action that costs it 2 and then has negative consequences of 1 to it and positive consequences of 5 to the external system.
One model: Suppose learning costs for the control center are 1, 2, or 3, with all three costs equally probable. Suppose costs and benefits for the control center are likewise an equally probable 1, 2, and 3 randomly distributed with respect to learning costs, and further suppose that the control center will not work unless expected benefits to it exceed its costs. The result is that the control center will only work in the low cost cases in which benefits are expected, since only in those cases do expected benefits (1.5) exceeed costs (1).
Now suppose that positive or negative consequences for the external system are 5, 10, and 15 and are uncorrelated with the consequences for the control system. Under this pessimistic framework, the work of the control center left to itself has no tendency to benefit the external system. If the external system could affect the incentives for the control center, its work could be made beneficial to the external system, since the center is capable of learning that brings benefits of up to 15. One way to do that would be by flooding the control center with "altruistic" signals that cause it to internalize the benefits to the external system; if that were done, the control system would work in medium and high cost cases as well as low-cost cases with anticipated benefits to the external system. That seems to me an implausible assumption, though, because there's nothing in it for the control system. It becomes more plausible if there is something in it for the control system, in the form of the external system flooding the control center not only with altruistic values but also with egoistic values that give the control center an ability to overcome possible problems with short-term bias that lead it to work less hard on its own behalf than it will with egoistic values.
In the end, though, I don't see the single control center model as optimal in practice. It's analogous to a political model in which a dictator is allegedly motivated optimally by the proper compensation package, as detemined by the populace. To make the dictator's incentives optimal, it's necessary that he be removable, and so too, I believe, with an internal control center, in which some process of competition for control seems to me a requisite for an optimal system.