Most people I think have a sense that when they say, "I believe this" or "I am hungry" that the "I" in the sentence is a reference to basically, their personality. Some combination of their internal monologue and their character, history, etc. We usually do not consider our thoughts, ideas, personality, etc. to just be a product of biological process the body performs. Your liver filtering your blood is just a process - you are not "your liver" or the "filtered blood." So why do we treat the brain differently? Why would "you" be just something that organ does?

If you shift your view about what is "you" to be just the collection of meat parts in the sausage, and your brain and it's contents as being no more inherently "you" than your heart or kidney, does that change a lot of how you view the world too? Just off the top of my head, the idea of "living forever as a digital self in the cloud" sounds ridiculous - like suicide frankly. And if you don't identify with your thoughts, it seems really emotionally freeing (ie I am not bad because I thought a particular thing, anymore than I am bad because I have diabetes.) Your thoughts just come on the scene because your biology makes that happen.