2. I work hard, I deserve it. This is akin to a four-year-old throwing a tantrum in a toy store crying "Gimme, gimme." While it is true that many Americans are overworked and that you have to treat yourself occasionally, self-gifting is more prominent today because of advertising pitches to buy things "because you deserve them." You also deserve to live out a retirement that doesn't include regular helpings of Alpo.
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http://www.marketwatch.com/news/story/story.aspx?guid=%7B53AD152C%2D1DB1%2D4C0E%2D81C9%2D2EEE8145350F%7D
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