This term is getting used a lot recently and I don't understand how it can be viewed as anything but narcissistic. It's a toxic way to view yourself and a sad way for people to view others.

Having self-love is one thing and there's nothing wrong with this at all. Considering others to be lucky to have "you" has a lot wrong with it. Healthy relationships are peaceful and neither partner is supposed to feel inadequate. One person should not be on a dog leash trying to keep up with the one who's supposedly holier than thou. In my opinon, anybody who approaches relationships thinking that they are a prize is to be avoided and anybody who views others as a prize and feels as though they have to run an extra ten miles for every mile their partner run needs to learn a thing or two about self-love and find someone they can be at peace with.

Nobody is a prize. Not if we are talking about healthy relationships. Maybe the best chef in the world is a prize to restaurants competing amongst each other. You are a single, specific person with unique characteristics and you're not entitled to people chasing after you no matter how highly you think of yourself. Sure, don't let people with negative energy bring you down, avoid them and save your mental but expecting others to bend their back over for you, especially from the moment when they barely know you, makes you a perfect catalyst for toxicity.

Of course there are always people who are going to view themselves this way but, if you do, at least admit that you're a bit of a narcissist.