Non-reflexive use of reflexive pronouns is rather common in English. Most of the time, reflexive pronouns function as emphatic pronouns that highlight or emphasize the individuality or particularity of the noun. Grammatically, the position of reflexive pronouns in this usage is either right after the noun the pronouns are emphasizing or, if the noun is subject, after-verb-or-object position is also possible. For example, "Why don't you "yourself" do the job?", "Why don't you do the job "yourself"?", or "I want to fix my phone "itself"; I will not fix your watch as well."