Recently it has been demonstrated that causal entropic forces can lead to the emergence of complex phenomena associated with human cognitive niche such as tool use and social cooperation. Here I show that even more fundamental traits associated with human cognition such as 'self-awareness' can easily be demonstrated to be arising out of merely a selection for 'better regulators'; i.e. systems which respond comparatively better to threats to their existence which are internal to themselves. A simple model demonstrates how indeed the average self-awareness for a universe of systems continues to rise as less self-aware systems are eliminated. The model also demonstrates however that the maximum attainable self-awareness for any system is limited by the plasticity and energy availability for that typology of systems. I argue that this rise in self-awareness may be the reason why systems tend towards greater complexity.