It’s that time of year again when we need to ask for your help to keep this important project going. Behind the scenes at you’ll find a dedicated team of devotees who work on improving the website, adding new content, taking care of thousands of visitors and their inquiries each month. You’ll also find an office building under renovation, with insurance, property taxes and utility bills. It’s that time of year when we need to pay our annual fees for hosting on several web servers. Every good endeavor requires some money to continue, so also Please help us spread Sri Krishna’s message on the Internet by contributing a donation. You can give a one-time gift, or become a monthly patron. Click here. (Thank you!)

If false ego is "false," why is it so hard to snap out of it?

It's hard because we're so used to being this way. We're addicted to material consciousness. it's not so easy to kick that mental habit. But it is possible, as Krishna tells Arjuna, by practice and detachment.(Bhagavad-gita, 6.35).