Why would one be willing to sink hours!

I think you misunderstand the word “self” :

noun plural selves a person or thing referred to with respect to complete individuality: one’s own self.

a person’s nature, character, etc.: his better self.

personal interest. Philosophy. the ego; that which knows, remembers, desires, suffers, etc., as contrasted with that known, remembered, etc. the uniting principle, as a soul, underlying all subjective experience

Sounds to me like you’re more interested in the ego portion of self.

I’ve spent years doing things for myself, my friends, my family, not from ego, but because I believe the things I’ve done are important (either to me or to my friends/family), and that I’m the person that can do those things.