" Because of the way our brains function, our sense of ‘me’ naturally runs in narrative mode: we feel as if we’re the hero of the steadily unfolding plot of our lives, one that’s complete with allies, villains, sudden reversals of fortune, and difficult quests for happiness and prizes. Our tribal brains cast haloes around our friends and plant horns on the heads of our enemies. Our ‘episodic memory’ means we experience our lives as a sequence of scenes – a simplistic chain of cause and effect. Our ‘autobiographical memory’ helps imbue these scenes with subtextual themes and moral lessons. We’re constantly moving forward, pursuing our goals, on an active quest to make our lives, and perhaps the lives of others, somehow better.

And our biased brains ensure that the ‘invisible actor’ that is us seems like a good person – someone morally decent whose values and opinions are usually correct. The healthy, happy brain runs a gamut of sly tricks in order to help us feel this way. It ensures we’re often over-generous with our estimation of ourselves, imagining we’re better looking, kinder, wiser, more intelligent, have better judgement, are less prejudiced and more effective in our personal and working lives than is actually true. "

― Will Storr , Selfie: How We Became So Self-Obsessed and What It's Doing to Us