"Because I'm worth it",
as that tiresome woman on the television keeps saying.
Just about all the curry-house fliers I get through my letterbox seem to proclaim that they are Restaurant of the year, or have been awarded Best Asian Chef, or Best Fried Cat in Britain, or some such. I really do think they just create the awards themselves. Just like I would, if I was clever enough.
(Go on, click on the carrot and award yourself one!)