I do not think you can get rid of the fear... but you can dance with it.
Saying 'no' or even 'stop' is the hallmark of the professional you want on your team.
People rarely buy what they need. They buy what they want.
Communication is the transfer of emotion.
I think that any time reality doesn't match your expectations, it means that marketing was involved.
Everyone has a comfort zone. Worth considering: How hard (and how often) are you willing to work to get out of it? You can turn that into a habit if you choose.