What people deserve is a matter of justice. If people are attempting to gain the same value, than the creator or holder of the value is the one who is supposed to determine who deserves (if any) anything of theres and why.
Well, justice is more or less synonymous with giving people what they deserve but, naturally enough, different people make different claims as to what is just. In particular, the idea that the creator of value deserves that value has three problems:
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It is not the only conceivable concept of justice. Others argue that people deserve equal outcomes. Or, more importantly, different people flourish under different concepts of justice (either in their pursuit or their enjoyment thereof).
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It is not trivial to discern who is the creator of value. Adam Smith and Karl Marx put forward different claims here.
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Even setting the above aside, even if we agreed on a capitalist concept of justice, it is impractical to actually allocate value to the creator. There is always a spillover effect. If I start a business I create jobs or new products that benefit others beyond what they receive or pay in the market.
However, I think the question we want to ask is why one should defer to the decisions of somone else when it comes to the values they have to offer. My answer at the moment is that defering to the creator of a value when it comes to negotating for that value is a good course of action in the long term is because violating the rights of the producer is an attack on the source of the very thing you value. Its clear though that one can get away with doing something like that though and still benefit from it, but that is beside the point, because this argument was meant to establish a principle, not a give you an absolute rule to all behavior.
This takes too much for granted. If a lion takes down a gazelle she has created meat to share with her pride. If I conquer a territory have I not created value to dispense among my lords and knights?