I think that in our imaginations (and works of fiction), we're generally under more control of what's going on and how things feel to us (or our imaginary selves). Like, in my imagination, I can picture myself eating a strawberry and enjoying the experience because in my imagination, a strawberry can taste however I want it to, and/or I can react however I want. In the real world, I can only have so much control over my taste buds and my brain's reaction to those sensations, so it's very difficult for me to like eating strawberries for real. Or I can enjoy watching someone else eat a strawberry if they clearly enjoy it, because I get to see the enjoyment without having to deal with the strawberry myself.

(If that makes sense.)