I think it's blindingly obvious.
As I have already said once, that is a reference to how people persuade themselves that they should spend beyond their means.
We've seen the references on here - "I work hard, therefore I "should be able to buy" XYZ". That kind of thinking is a fast track to financial problems.
Noone "deserves" something more than the next person. But in a capitalist economy we have to be realistic about our budgets.
It's the classic Micawber quote isn't it ...
"Annual income twenty pounds, annual expenditure nineteen and six, result happiness. Annual income twenty pounds, annual expenditure twenty-pound ought and six, result misery."
It's not a question of what we, or others, think we "deserve". It's a question of what we can sensibly afford.