The way I see it is sort of like the individuals self forms a tiny core around which ideas and emotions coalesce but it is also capable of forming these ideas and emotions itself, kind of like a sun in a solar system. Creating heavier elements and then exerting gravitational fields to cause these elements to form planets, asteroids etc. When the sun is extinguished the gravitational fields it exerts cease and the planets are then free to fly of into space to be sucked in by other suns or black holes. In this way at the death of an individual their 'soul' (there solar system) will cease to exist as a coherent, identifiable mass but its legacy or 'taste' (composite planets) will remain present and theorectically detectable throughout the universe.
As for why not everyone embraces chaos. Some people are masochists, they like to see everything they work for destroyed. Others are simply ignorant.
"Look into my eyes, and see your death."
"Let them hate, so long as they fear."