What’s in play here, I think, is the subtle universal shame that accompanies self-indulgence, the need to explain to just about anybody why the self-indulgence isn’t in fact really self-indulgence. Like: I never go get a massage just to get a massage, I go because this old sports-related back injury’s killing me and more or less forcing me to get a massage; or like: I never just “want” a cigarette, I always “need” a cigarette.
