There is something scary about believing that wanting a Self is not selfish.
There's something terrifying about admitting it's our natural instinct towards a wholeness that is truly our birthright.
It makes us feel ashamed, judged, blamed. It makes us feel like helpless children.
It's a new movement for humans to recognize the value in having a Self. And the value in doing things in support of it.
Slowly, generation-ally, evolution-ally, we are waking to this concept. The Baby Boomers were the first batch of humans to understand that wanting a Self is a natural stage in our evolution.
And yet fifty or so years later, mainstream culture and religion still portray supporting a Self as a gluttonous and silly act.