You should give some people more of yourself than others, because you owe it to them. That’s what a friend is. You should also assume that everyone is keeping score, because they are. I’ve had a group of close friends for the last fifty years and they’re still giving me crap for stuff I did in high school and vice versa. If you think that sounds awful, then don’t do it with people you’ve been close friends with for 50 years.