Behavior is often dictated by ego. For this reason the Kotzker Rebbe pshed his followers to the extremes of their p[otential, attempting to break their ego. It required tremendous human effort for them to behave in direct opposition to their desires. Even the fulfillment of mitzvos was done with great modesty in Kotzk; in fact, it was so well concealed that outsiders suspected them of not keeping the Torah laws.

All this was to guarantee that no desire for personal glory, advantage, or honor would affectg the individual's actions.

- from Nothing But The Truth According to the Rebbe of Kotzk by R. Ephraim Ovitz pg. 91