It's funny that you think that "deserve" has anything to do with it. Makes me think of "nice guys" who get passive aggressive when the girl they like doesn't want to go out with them, because they did nice things for her and they "deserve" it. But of course, that's not how it works.

This is the way the game is played. If you don't like it, play another game. Raging against how the rules aren't fair and people aren't getting what they "deserve" just smacks of denial.