All want to be loved. All have an inherent desire to be liked, desired, and loved. All social actions stem from these base needs.
From this comes the projection of self. We mold our personalities to resemble the people who we deem to be the most attractive and respectable. As individuals we care too much about what other people think and this limits our actions from being true; we care about being loved more than we care about being truthful.
Whenever we compromise our appetite to be loved over being who we actually are, we are projecting. We project falsehood and hide our faces from the world because we fear that we will be unloved. The need to be admired becomes a driving factor in our lives.