We seem to be addicted to the idea that individually each one of us is "above average" at something and somehow this should translate into our 15 minutes of fame. Why is is so bad to be average or just lead a quiet life of useful anonymity?

So, people are willing to eat themselves sick or, rarely even, dead for some fame and a bit of applause.

"welded to our veins", is how one ancient Greek described these deep seated impulses. The innate drive to be selected is another way of looking at this.