Ego? It is rooted in being a being with needs and brains enough to model reality well enough to predict it with enough accuracy to get better than chance outcomes. That is a very good think - the distinct primary means of surviving and thriving ouf the human species. It is not remotely about "subjecting people to your values". What a bizarre thing to say. What is "artificial" about a very essential part of being a human being?

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Are we assuming equality of needs and brains when developing out purpose? Or are we assuming our needs and brains are representative of all needs and brains? and is that not ego?

It’s not an essential part. That’s my point.