same underlying consciousness that is always present, and which takes turns experiencing every life.
let's say you have two pills in front of you. either one will kill you and fully erase your memories, but one will make you reincarnate in a world perfectly designed for you to be as meaningfully happy as possible and experience all those things you most wanted during your past human life that could never have come true (without ever knowing the truth about it). the other will have you reincarnate in a hellish world of terror where you'll feel the worst tortures that the human body could experience again and again.
would you say, "well, that won't be me, anyway, so it makes no difference which i take"?