Like many of the more interesting theories and paradigms, this one is an outlier -- not something most physicists would agree with, I believe. But it resonates with me and Muller makes a good case for it.
from NOW: The Physics of Time by Richard A. Muller
Just as space is being generated by the Hubble expansion, so time is being created. The continuous and ongoing creation of new time sets both the arrow of time and its pace. Every moment, the universe gets a little bigger, and there is a little more time, and it is this leading edge of time that we refer to as now. -- Location 4099
The flow of time is not set by the entropy of the universe, but by the Big Bang itself. The future does not yet exist (despite its inclusion in standard space-time diagrams); it is being created. Now is at the boundary, the shock front, the new time that is coming from nothing, the leading edge of time. -- Location 4103
Your focus on the present comes largely from the fact that, unlike the past, it is subject to your free will. -- Location 4119
Now is the only moment when we can exercise influence, the only moment when we can direct the increase in entropy away from ourselves so that we can orchestrate local entropy to decrease. Such local decrease is the source of expanded life and civilization. To direct entropy in that way, we must have free will -- a capability that physicalists call an illusion, even though current quantum theory has similar behavior built into its essence. -- Location 4285
Free will is the ability to use nonphysics knowledge to make decisions. Free will needs do no more than choose among the accessible futures. It doesn't stop the increase of entropy, but it can exercise control over accessible states, and that gives entropy direction. Free will can be used to break a teacup or to make a new one. It can be used to start a war, or to seek peace. -- Location 4308
It indeed is, because our EGO, the mental brain is in the way. However, we all have these experiences of being in the Now, albeit just for a short while.
When we start recognizing our own built and make and how energy flows through us, we start to understand its authority and strategy, which in turn will slow down our lives, allowing us to focus on the now.
This world can only exist on the plane of consequence and our witting or unwitting participation in responding to the consequences of the thing others have put into motion based on expected behavior, programming and fiction.
Indeed. Everyone that creates anything, artists, builders, etc etc has to place their creations above the ones that are being sold to you,whether you think it actually compares or not, because they are are not selling you ANYTHING that is good for you.
Far more cynical than called for, Jacurutu99; altruism, fellow-feeling, and good will are natural components of human nature -- as Q suggests.
https://qagg.news/?q=faith+in+humanity