I see the word "deserve" constantly in marketing and in people's justifications for the things they buy, and it drives me insane. A transaction is giving someth

I see the word "deserve" constantly in marketing and in people's justifications for the things they buy, and it drives me insane. A transaction is giving something up in exchange for something else. What someone thinks they "deserve" has absolutely no effect on whether a purchase makes your life better or worse.