People seeking enlightenment imagine a state full of bliss. The idea of bliss comes from sensual enjoyments. Ego multiplies the bliss of sensations infinite times and assumes it to be enlightenment. The sensational bliss is always limited in intensity and duration by definition because senses are limited in time and space. Thus idea of infinite unadulterated bliss of Self is merely an idea. Jeevanmuktas tell us that bliss of Self is actually of nature of peace without any sensations and contrasts.
This peace will definitely not appeal ego because it’s seeking sensational bliss. Since it’s imaginary it’s false. True natural state is our everyday nature without mental noise. It’s peace. The truth is–there is no such thing as infinite bliss. Bliss experienced by senses can’t be made infinite. Pleasure is limited because instruments experiencing it worn out soon. The reflection of peace is experienced as sensational bliss but ego keeps assuming that it’s possible to have infinite bliss.
The advertisement of infinite bliss is necessary to lure ego into a self-destructive trap, otherwise ego won’t commit suicide! Hence you see so many books, gurus and cults telling you about infinite bliss. Ego won’t get attracted to either peace or harmony. It is so addicted to imaginary bliss which is similar to intense sensations.