David Cain chastises himself for using words that usually indicate he's being "presumptuous, simple-minded, or sneaky." Part of the reason he recoils from using the word "deserve":
The typical story is like this: “Something terrible happened today, many people suffering, who deserves the blame?” And that’s the fun part, the payoff. The discussion surrounding who deserves to be ostracized, fired or killed is always more attractive than the one about how we can help.
The Dish 