I think existential awareness or consciousness, a term I will loosely use, can be a double-edged sword. A lot of human experience is rich because we just go through them spontaneously, without entirely knowing that we are. Well, maybe we can know we are experiencing such emotions and experiences - that will be far better than if we went through life not knowing anything - but I think the modern tendency to want to scientifically and rationally know everything can be extremely detrimental to savouring life's experiences.
Those who know, just know. It is like how, if I had to explain what love is to you, you will never know love. I think the myriad self-help books capitalizing on science to teach everyone how to do everything from love, relationships, leadership, to immortality, will eventually lead everyone to miss the point.