It literally is. I find myself doing this and think, "omg you depraved monkey". There is a great LCK bit about it.

But recognizing it and responding appropriately to it are different things.

I recently think (or try to think), This is literally harmful. Why? Because you're milking your own gland. You are getting high on your own supply. It makes waves where they needn't be. It contributes to the internal storm.

I think I used to think, Ok. Stop! Which isn't helpful because it sounds like there's an implicit invitation to do it just a bit more later...when no one's around.

[Irony: I found myself doing it with this very post, for grammar check, dontcha know.]