ego attaches itself to ideas / brands / concepts, just as it does to a sports team / athlete...thus thrill of winning, pain of losing. defenseive to prevent being wrong / losing.

ego attaches itself to people / girlfriends / wives / lovers, entertainers / teams, etc...

ego attaches itself to positions / words

what we attach it to is based on what we IDEntify with - myriad of factors

must break links of what the ego is attached to..in order to eliminate it

rich - ego attached to being rich, #s, ego attached to reputation