"deserving" is a relative concept, not an absolute one. It' fair to compare 2 persons only if all of them got equal opportunity. It's unfair to compare one who could afford elite tuition clasess with the one who studied in the light of street-lamp. It's not just that, it goes beyond that. If you'r part of a well-to-do familty, very likely you'd have received coaching at home as well, as your parents are also educated. How can you compare such a person with the one who didn't have any of these luxuries, but in contrast had to study against all kinds of odds? It's absolutely unfair!!
