Yesterday I was buying a new pair of eyeglasses. While trying on the different styles in the shop, I reflected on the fact that when we (the greedy, ignorant, unenlightened masses) shop, we shop based not strictly on preference but also based on some concept of "me."
Taste in clothes, furniture, books, music, eyeglass frame, even license plate frames change, but taste still hinges on some ever-evolving concept of "me." We even invest inanimate objects with a sense our idea of "selfness." For example, as I was trying on glasses, there were glasses which looked good on my face due to its structure, complexion, eye color, etc., but there were others with a certain character that not only looked good on the physical outside but, in my opinion and the opinion of others, matched a certain sense of personality. "Those are so you!" - what does that even mean? And what is this strange phenomenon that we've been doing to ourselves?
I think the phenomenon is limited to the West and our consumerist society. Retailers and manufacturers are trained to cater to the person's needs, and what the person needs is a sense of individuality, a sense of belonging yet unique-ness, a sense of integrity, personhood and self. Religion and philosophy are not much different as even they can fit into the subtle crevices that "stuff" doesn't fill. There comes a moment when buying another Buddhist book, sitting for meditation, or even remaining completely motionless and silent carries a sense of "me." This is what I do - "That is so you."
The nuances of "me" are so incredibly subtle. The way some of you here on this forum write and answer questions displays an aspect of "me"-ness. Even our very usernames display that aspect. And more. It seems rather inescapable.