Because all men were once mamma's boys and having them spoiled by the wife or girlfriend brings that back no matter if the admit they enjoy the mother son relationship. Just like all little girls look for their protectors. It's learned through culture and society.

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coz they are allowed to...

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It's nice to feel like you're appreciated once in a while. It's odd that if you switch the question around then no-one would feel the need to comment on it. Men are expected to spoil and pamper their partners. No-one would dare say that women are children for wanting it or that they're submissive for wanting it, it's taken for granted that women should be spoiled.

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