Why does Ego come into the picture?

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I would bet my wager that when in a relationship, we got to keep our ego at bay, especially in mrrg's bet I have always observed that male partners usually cant seem to keep control of their ego or self interest first...everything should happen as per their dictation....however sweet they make it sound...so many of my friends complain that men in their life though love them but tend to keep their interest first atleast most of the time...Do such relationship survive???