Oh, this is so cynical to say but one thing I've learned the hard way is that when someone says to me, "I know our friendship matters to you," I start backing slowly away, because what is coming is an attempt at manipulation. Wait, maybe if our friendship mattered to you, you wouldn't try to leverage our friendship by using it as a point of discussion. How about that? 

It is the same thing as someone telling you how trustworthy or charitable or generous or nice or tough or cooperative they are, because would anyone who is really any of those things actually need to tell you they are?

It is sometimes tough for all of us to be kind people when the survival tools we learn hobble the kindest among us. But on the other hand, how wonderful when you meet someone who just exudes character and kindness! And those people never have to mention how wonderful they are.