"Who am I?" Maybe you've never even asked yourself this question. You might think you already know who you are. Unfortunately, however, it's likely that you don't know who you are at all. And if you don't know your real identity, you're in trouble. You'll spend your life in a kind of dream state—you'll falsely identify yourself as something or someone you aren't. Then, on the basis of this false identification, you'll determine the goals of your life and the purpose of your existence. You use these goals to gauge whether you are making "progress" in life, whether you are a "success." And you are aided and abetted in this delusion by a complex network of relationships with other dreamers. Of course, at death (and sometimes before), the whole thing turns into a nightmare.

So knowing who you are is a very practical necessity. The question "Who am I?" is not a philosophical football meant to be kicked around coffeehouses by pseudo-intellectuals. It's a real-life question. Nothing is more important and more relevant than to know who you are.
Science of Identity Foundation | Siddhaswarupananda

Lust is a manifestation of inner spiritual hunger. The attempt to satisfy spiritual hunger in sense pleasure is due to ignorance. The development of pure, all-expansive love within the heart satisfies one's spiritual hunger. Love cancels out lust.
Jagad Guru | Science of Identity Foundation

I do not mean that the Name of Rama should be placed in the same category with other minor gods, and He too is Vishnu. In other words, Rama is Krishna, Rama is an Avatara of the Fountainhead of all Avataras whereas Krishna is Avatari the very Fountainhead. Only four partially obscured aspects are to be found in Rama Who does not possess all the different aspects which encourage different kinds of Rasikas...