"I deserve" is a very dangerous concept. It rarely leads to anything good for everyone else. For instance, if you have made some noble effort of self-sacrifice, even if it served a need, does anyone owe you for that? No. Nobody asked you to do what you did, even if they benefited from it. Or if you've done one good deed, do you "deserve" a little selfishness? No, probably not. "I deserve this" is a phrase reserved for people paying themselves out of the goodwill they think they have built up.
Mokalus of Borg
PS - This also applies to "I've earned this".
PPS - I try never to do this.