Someone said, “Expectation speeds our progress.”
Doing, wanting or getting nice things for yourself makes your life better. It is not selfish if you are also doing things for others, it is a reward for doing those nice things. Because to think of ourselves as deserving we actually have to do things for ourselves.
We set the standard for which others treat us. Otherwise how can others know how we want to be treated if we don’t treat ourselves that way in the first place.