My guess is that you get addicted to the stuff and become less tolerant of the slightest bit of dryness on your lips. I'm always thinking of pioneer women with their dry, chapped lips not even noticing or thinking it's a thing while I luxuriate in the thought of the 38+ random tubes of gloss, shine, balm, carmex, chapstick, etc. that I have scattered about my house and car to make sure I need never worry about cracked lips.
I also think of those poor pioneer women as I luxuriate in my 3-ply toilet paper, hot water on tap, microwave oven and my ipod. For me, life is good