Acharya Prashant addresses a questioner who claims to have successfully rejected various conceptual identities like his name, religion, and family roles, but struggled to let go of his identity as a business owner. Acharya Prashant explains that the ego finds it easy to reject intangible concepts because they do not result in a material loss. For instance, saying one is not a husband does not make the wife disappear, and saying one is not 'Javed' does not stop a check from being deposited. However, a business empire is a tangible 'toy' that the ego, much like a child, is unwilling to surrender because it represents material security and power.