Granted, and particularly true, I'd like to think, for rationalists.

It is reasonable to argue that any social/practical aspect of yourself also exists in others, and that the most rational thing to do is to a) confirm that this is a objectively good thing and b) work to spread it throughout the population. This is a good reason to view works of art, scientific work, and children as valid forms of immortality. This is particularly useful to focus on if you expect to die before immortality breakthroughs happen, but as a general outlook on life it might be more socially (and economically) productive than any other. As some authors have pointed out, immortality of the individual might equal the stagnation of society.

Accepting death of the self might be the best way forward for society, but it is a hard goal to achieve.