There are objective facts, but most of what is important to us is subjective. So many arguments are about who deserves what, but deserving (and selflessness) does not exist in any objective sense. You could call it a matter of faith. So much of what we believe is told to us or is influenced by what we feel. Our judgment is what we take for granted most. Many moral choices come down to being tempted to feel sorry for yourself. In the end, you have to decide for yourself. People believe what they choose to believe.