By nature’s design, the material body has built-in sensual urges, which are difficult to control even in nonhedonistic societies. But in a society where the message to “enjoy yourself” is everywhere, the task of exercising such control is enormous. It’s much easier to “go with the flow” (follow the urges of the senses) than to try to “control the flow” (redirect the senses).
Jagad Guru Chris Butler - Science of Identity Foundation
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According to the Bhagavad-gita, when you falsely identify with the body, you use your intelligence to increase your facilities for sense enjoyment. You use your intelligence and mind to direct the brain and the rest of the body in a way that will bring you sensual enjoyment. You identify with the senses, and so believe that sensual pleasure will bring you satisfaction. Of course you are never really satisfied, nor are you the one who is really making the decisions.
Jagad Guru Chris Butler - Science of Identity Foundation