In short, the concept of the self or individual is used by corporations to flatter you, make you feel special, and make you buy stuff. This also cuts you off from the truth that there is no self, nothing to seek for, and separates you (as the illusory idea of a self) from your essential contentment and perfection (despite the undeniable challenges inherent in relative physical reality). Once cut off, you need something like a new iPhone in order to make yourself feel whole again, but because it’s only a substitute for true contentment, the satisfaction does not last for long.
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