Could I ask you to taboo 'deserve' in this context?
A society where extraordinary achievement due to skill or effort isn't matched by appropriately rewards is neither aesthetically pleasing nor fun to live in. We should somewhat try and shape society according to this observation.
To be clear; you're saying that equal distribution of fun things is less fun? I can see how that'd be.
As Multiheaded added, "Personal is Political" stuff like gender relations, etc also may belong here.