It is interesting in that quite a number of people I know and ones that I've observed in various lounges/airports/duty free shops/etc, etc seem to think that the world is centred around them when they travel.
It seems "it's all about me, and it better be free." It's not just in the lounge's, but at the duty free, check in, boarding queues, customs, immigration, etc.
British, Chinese and Australians (not necessarily in this order) seem to be the worst for this. It's not a pretty sight.
I particularly don't like the behaviour and slobbishness displayed quite frequently, so I rebel as much as possible by being polite and considerate. (May not get me to the front of the queue, but I feel better for it)