When patients stroke our ego, do we end up treating them or serving ourselves?

We all have rusted-on patients, and our interactions with them differ depending on that complex flux between what they think they want and what we think they need.
Yes, it makes us feel good when patients keep returning, telling us we are the best doctor in the world.
In psychological terms, I call this ego stroking. And it works.
But who is kidding whom, and how do we feel when we realise we are being manipulated by these patients?