It becomes a project, your project, and the objective plane on which you lay out something of a case a vehicle for a quest, an ambition, a flag to struggle under. It is a struggle against the self, the personal ego as its termed, but carried out by that very self, the objectivity its stalking horse. This is hardly the least obvious thing, but the effort makes it seem like a moral issue and in doing so it assumes the reality of that self as effective spoiler. You can't just turn around and say it's ontological, or aesthetic, and not moral, that it's really a question of just how this self, the author of the project, seems to be, because that too is an ought, a preference on behalf of... what? To do, to do, there would be something to do if the one to do it could only be found.