Jacob is in the "I need" stage... As a result, Mr. M & I often hear:
"Mommy. Mommy I neeed that"
"Daddy I need that"
"I need that. I need that."
At first, like any mom, I thought it was cute. Now, however, as the things needed really are not for his consumption at will (cookies, pop, TV remote, etc), I've started saying - "No Jacob, you want this, but you don't need it." And then redirecting when appropriate.
By the amount of tears this method has produced, I'm guessing I'm doing something right... However, the concept of needs vs. wants, I think we are a few years from getting that to really stick...