what is failing here is the definition of ego.
i am the ego. the personality is the ego.
persona was the MASK used in greek comedies/tragedies, and from there derives the word "personality" that we use today. it is the skin we use to disguise ourselves from our real beings. almost of our activities need this mask, and everything is organized around them.
the central problem here is that we are made to think that we are our personalities, we are our fears, our goals and our "way of being". i have read some ideas in this forum where users claim that ego death is like watching this marvellous movie where you feel apart from the universe, and experience a long list of emotions, confortable in your own body, just need to close your eyes and feel it. for me, this is not ego death, this is plain meditation catalized by substances.
be sure than an ego death will shatter you (and your life) just like you step on a dead leaf on the street. if you don't feel like dying, trying to grab to everything you remember, wishing that it was over quickly, then, you haven't experienced a true ego death. then, it comes and you are dissolved. you reach a stage where everything is, without fear or doubts. you stop being your ego and there is no "now", no "time", no "you" and no "something". you are everything, you are just one, without dimensions, without simmetry and without anything else, you just are. you can't even remember it, because you are uncertain if it lasted a split second or a century. but you know (and will never forget) what it is like in that last second, where you know you are going to die really soon and there's nothing you can do to stop it. then, you realize what is the ego: an illusion created by you, so you can protect yourself and be an animal like your genes tell you to do, and restrain yourself, like another human beings taught you to.
the bliss comes when you regain conscience, because you see you are not dead at all, it was just a hard lesson. or was your brain playing tricks with itself ? then, you say to yourself that you going to start again, and this time everything is going to be perfect! you just need to breathe and to love to be happy. why all this complication ?
then, the ego slowly starts building and takes over everything again. the more you struggle with it, the more it grows around you, like a skin, like a persona you have to wear so you can take (and want to take) the beatings you have to.