I can understand wanting to have birthday parties as a kid, I loved them when I was a kid and it's perfectly normal even though I didn't have friends to invite. Also I agree it's very phony when coworkers do it, that's fine if they want to bring food in for everyone to eat and at times I'll admit it's actually pretty good but the actual "birthday celebration" attached to it is forced and insincere. I also don't like fishing for attention either since it really does come off as looking for attention when you start telling everyone that it's your birthday, it makes you sound desperate and immature even if that's not your intention. I want anyone who does wish me a happy birthday to do so in an honest way because they actually remembered and they care, not because I told them which puts them on the spot and make them feel obligated to say something.