Hmm, I think it's all projecting, BUT our beardie seems comfortable being held. He does snuggle up on you, though I know it's the warmth he's after...not me in particular. We also have a leo that seems to want to be held. Her eyes follow you around the room and she comes to your hand. She probably just likes the stimulation, the exploring...again, probably doesn't care that it's us. The rest tolerate our handling.
Having said all of that, I think it's GOOD to project! I think personifying these guys gives you a deeper connection with them, which ultimately leads you to wanting to take excellent care of them. I would think that a reptile keeper that looks "human" personality traits in their animals is likely to treat them humanely. Although, I'm sure there are plenty of keepers who just see them as animals and that also translates to excellent care because they respect them.