Learning how to communicate effectively is part of the process of living a more liberated life. It involves learning how to come from a place of non-reactiveness and how to let go of your attachment to who you are in any given situation.
The human tendency to self cherish is the main dish of our existence. Humans have been eating it up, probably since the beginning of our species. In addition to the main dish is a set of side dishes called consumerism, capitalism, and commodification. Ever seductive, they add endless flavors and textures onto the main dish. I suppose it might be the case that plain old self cherishing gets kind of dull after awhile. It’s so much more exciting to be the hot, new product on the block. Or the respected, reliable old one.