There seems to be a contradiction. The text says Sai is 'indifferent to the "I am He" (So-ham) attitude,' suggesting a lack of ego, but also that he 'loves his own stories very much.' How can both be true?

This apparent contradiction is addressed by the context provided within the chapter. According to Chapter 36, Sai's love for his stories is not rooted in ego but in their function as a tool for helping his followers. The text explains that he 'loves his own stories very much' precisely because they are the means by which he 'fulfills the desires of the devotees.' By making the 'listener and speaker a mere pretext,' the stories become a vehicle for his grace. Therefore, as Chapter 36 outlines, his love for the stories is an extension of his delight in service and his role as a 'complete supporter of spiritual goals,' not a contradiction of his indifference to personal ego.