Well, individuality *is* the ego-self, and neither of us is dead yet, so those ideas are to be expected. Particularly, as you also noticed, if we want to communicate with each other. Furthermore, by your standards "bad, good, and everything in between" are artifacts of the ego-self as well. How do you define them?

I ask, because I cannot find anything that wouldn't follow a pattern that equates good with desirable and bad with undesirable, both of which are completely dependent on the way this ego-self continues to be shaped. In other words -- no good, no bad, just a bunch of arbitrary likes and aversions whose causal chain goes all the way back to the birth of universe.

As for your question, "[...] what happens?" -- a lot! :D But seriously, what happens is that, more often than not, I end up with a name/explanation that I feel fits best for the context in which I try to point at what's actually real. Or did you have something else in mind?