To deny the Ego is to seek to sever the Self from its own because the Self gave birth to that Ego. But I guess there are many more crippled and deformed egos than I realized, wishing to usurp all power of Self by artfully denying itself first.
Feelings and beliefs that are bad to you, disappear when you are aware of them.
Like Hate, if you start getting angry at someone, you should realize the person is not responsable for your hate, the hate is inside you, you control it, it doesn´t matter what is happening outside, the hate is in you. If you focus on this hate, and not focus on the person that you think is causing the hating, then the hate will just dissapear. Focus on the hate, BE the hate, but not think about anything happening outside, only within you. The hate will just vanish...
Love is different, if you focus on the love or hapinness, you will become the love, every cell of your body will become the love. If you are aware of this love, the feeling will not go away, because you are aware that the feeling is inside you, and you like it, so you keep it there. The love won´t dissipate with awareness, it will only grow stronger.
The same thing happens with our egos, Ego is that thing we have that makes us believe we are more important than the people around us. For example, if a catholic person believe in denying sex, then he is repressing the fact that we are 99% animals, and then that person starts seeing sex everywere he looks. Sex is always there, but the brahmacharya is more sexual, because he is repressing sex, and becoming more sexual in the process, and starts judging everyone that does not practice celibacy. So he starts believing he is better than everyone else, and better than the animals, but he is denying the fact that he himself is an animal, and sex is only natural, it is part of ourselves. This is a big Ego, the judgement towards others, it is ok if you are a brahmacharya, but it is not ok to judge those who are not. And that is very difficult to achieve, because we all have a big Ego.
The easier way to get there, to be conscious of our egos, is to Love, when you love, the ego naturally goes away, even if is only temporary.
When you really love, you start thinking about your lover´s well-being before you own, and this is a crush to you Ego, your ego is not present in that situation. It is the only natural way to achieve this, the other one is Tantra and meditation.
How can something we all have be bad for you? If you are aware of your ego, the ego just goes away by itself, like hate. But not love, love is light in the darkness of hate.
So it all comes down to ignorance, we are not aware of this, because most people are like this. There is always a struggle between the "animal and the saint" inside you, you are always wasting your energy by constant internal fight. This is what feeds our ego, this constant inner-fighting is what forms our ego, you build you ego inside you because it is a way for the body to get used to what society think is good behaviour. Society cannot control a person without a free-spirit, a spirit without an ego.