Whether selfish or not? Most importantly, we must take care of our own cultivation in Dharma practice first. Some of the re-incarnated tulkus may appear not does not have benefit for sentient beings and some may appear to bring great damage instead. And all these are due to the common karma manifested by the sentient beings. Whatever these Tulkus appear "on the stage play and playing games", we take it as a lesson to forewarn the sentient beings. Hence, we must have wisdom to discern and contemplate their actions and follow in accordance to the authentic Dharma instructions to survive and thrive in our own Dharma practice.
Whenever "Big names" appears, they are very eye catching and if they do not have great benefit for the sentient beings, it is lessons for learning and reflection. Just like Marpa asked his disciple, who doe he prostrate first? To the Guru or the Yidam first? Immediately, the disciple replied could he see the Yidam first because he have not seen Yidam before. According to the disciple's wish, Marpa manifested as Hevajra for a while, then reabsorb back. Marpa appear unhappy and spoke to His disciple that he has created negative karma, as without Guru, there will manifestation of Yidam. Later his disciple has a series of misfortune happened due to his negative karma ripen for he's disrespect of His Guru and Dharma. At the end of the day, various Lineage Masters have taught us a lot of lessons through their life stories.
We recognized only those Tulkus or Living Buddhas who have great benefit for the sentient beings and learn their examples. Ie Nagaurjna, Atisha, Je TsongKhaPa, Je PaBongKha, Trijang Rinpoche, Song Rinpoche etc. Whether any Lamas are doing the right course of actions, most of us should know it in our hearts. The 7th Incarnation of HHDL has greatly benefited the sentient beings and Gelugpa through His extentsive work.