It's an advertising ploy to make a person feel that he should have this or that item. The first one that comes to mind is McDonald's old phrase, "You deserve a break today at McDonald's.". It appeals to people who think they are not getting a fair shake in the world.
I don't know about you guys, but I'm having a nice relaxing day today. I ate leftover pizza instead of cooking breakfast. I cleaned out my closet, carried a trunkful of old clothes to Goodwill, and then stopped at the grocery store. Now I'm sitting on my butt with my iPad. What have I done to be deserving? Oh, I also filled the car with gas; perhaps that little chore put me over the threshold and made me "deserving".
Every American child does deserve an education through high school, and -- if taken seriously -- that's an excellent start in life. And everyone deserves an opportunity to make something of himself; that is, to be afforded the opportunity to try for jobs. But beyond that, what you get is not what you deserve . . . It's what you've earned.