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Yep, totally makes sense to me both consciencely and biologically. As far as evolution goes the only rule is to divide and multiply YOURSELF.
Consciencely we can only think in terms of ourself, (ie no such thing as altruism as there can be no selflessness, but lets not get into that debate in this thread). And then there's the barnum effect of which is peoples tendency to accept general and vague terms about themselves which also supports this.
The author uses"Obsessed" but it is a word for the conscience, and this stuff happens in the unconscience. I think it is important that this isn't looked upon in a negative light, it is the only way to be and is part of being human that we place importance in ourselves to some degree.
Hope that wasn't too jumbled.
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