Pride Can't Cuddle.

I have a legitimate question... what EXACTLY  is on the minds of some people when they let  pride get in the way of things that they actually want? Is pride really that much of a thing? I'm asking because I guess, in the basic human sense everyone has some pride. Still, why do some people go out of their way to let it make or break their relationships? I will never fully understand when someone says things like "my pride wouldn't let me say sorry" or "my pride is the reason why I played with 'so and so's'  emotions the way that I did" Like... what? I mean, I have pride too. I guess. I have pride in my ability to impact the world, pride in being a decent human being and pride in the achievements of all my loved ones. Yet and still, I would never sit and let pride hinder me from my path to happiness. I honestly feel like sometimes, people use their pride as an excuse to be cowardly, childish and pretty much an asshole. I don't know what life manual some people read from, but I'm sure nowhere does it state that it makes someone weak or "soft" to humble themselves. Even if it's just long enough to apologize, wholeheartedly listen or truly experience love from someone who actually goes out of their way to give it to them. It will always boggle my mind that there are people in this world who actively choose to lose the best thing that ever happened to them. Rather than putting their pride aside and working things out. Now this is not to be misconstrued as forgiving someone who's openly disrespected you and put you through emotional turmoil on more than one occasion. If you deem someone as toxic to your well-being and it doesn't look like they're intent on bettering themselves for their sake and yours, by all means DROP THEM. Being habitually harmful and being habitually harmed( physically, mentally or emotionally)  is nowhere near conducive and should be nipped in the bud before it even BEGINS to begin. That being said, if the situation isn't heavy in that respect then putting pride aside to mend something worth fixing, is not only admirable but considerate. If one chooses to use pride as an excuse for essentially ALL the failures they have come across thus far, pride will be the only thing said  individual will have left to his or her name in the days to come. I can't really speak for anybody else, but I know I'd choose flirty conversation, googly eyes and sweet nothings from someone you love over pride, in a heartbeat.