Deny myself

Reading in Matthew 16 this morning and Jesus said that if we want to be His disciple we must deny ourselves and take up our cross.  Well to the first-century person, taking up a cross meant death.  Living in the US, I wonder how often I really deny myself.  We live in a selfish culture.  I'm as guilty as anyone.  When I drive on Hwy 280 I expect everyone to get off the road for me.  I want lines to be smaller.  I want what I order to be there yesterday.  Do I really deny myself?  Do I really die to myself?