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I suspect it's for numerous reasons. The first of which is that when one takes on someone as their significant other, said significant other generally plays a... wait for it... significant role in their life. There is also the possibility that the attention being garnered upon one's significant other would improve the self-esteem of that significant other, and it is done in an attempt to make one's better half happy. It may finally be one of the things you mentioned, of those you listed, most likely of the advertisement variety.
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"Few people are capable of expressing with equanimity opinions which differ from the prejudices of their social environment. Most people are even incapable of forming such opinions." - Albert Einstein
"Wise men talk because they have something to say; fools, because they have to say something." - Plato
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