Taking things personally

You don't buy me a birthday card or show up on my birthday just to say hello, I will take it personally. You don't show up at a show I asked you to go to because it suddenly doesn't fit into your schedule, I will take it personally. You suddenly forget that we are alternating to buy a shared coffee "supply" at the office, I will take it personally. I drive while you fly somewhere in the passenger seat and barely acknowledge that I am there other than your "driver", I did take it personally.
It's not nice, no matter that you act as if you never remembered, noticed, or cared.
In fact, that makes it worse.