[Avodah] being remembered

[Rich, Joel via Avodah]

R'YBS commented (not so positively) on man's great desire to be remembered (think Ozymandias). Question - from where does this desire spring?  The Gesher Hachayim, IIUC, says it is from the soul's knowledge that it is eternal.  Any other interpretations (halachic or general society)?
KT
Joel Rich

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