Just a quick random thought, may supplement this later.
We never get what we want because if we have it, we won’t be longing for it. It is basically self-explanatory. That’s probably why people say “all I’ve ever wanted.” But after they have those they’ve ever wanted, they would want something else. True, it’s hard to jump out of the comfort zone, but if we truly deserve better, why settle?
Emphasis on “truly” and “settle”. We don’t just say we deserve better, we have to exhibit why.
Taboo Affinity 