Why is there a strong association with the body?

Following is an excerpt from a samvaad (dialogue) session with Acharya Prashant.

Question: Acharya Ji, as we know that we are not the body, then why there is such a strong association with the body?

Acharya Prashant(AP): If you are not the body, who is called Rishabh (the questioner)? The wall, the Sky, the woods? Who is Rishabh then?