Once you need something, or you want it too badly, you forfeit your strength and lose all power of negotiation. You are in a position of weakness and you are perceived as weak. Someone (or something) else is in control of you, the situation, and it's outcome. Men in this situation appear to be anything but confident, strong, and exciting. More, they are perceived as being unworthy and as lacking value.
Translation: Things that are easily acquired, obtained, or maintained, without any effort or sacrifice means it lack value... it's human nature.
All this sound pretty true to me. So next time if i want something, i need to pretend that i don't give a shit! well i don't give a shit now anyway. haha!