Name me one verse where Shankara projected himself?Renuka,
Indian philosophers including Sankara did not dismiss physical reality. So in physical reality self assumes importance and hence positive projection of self is fine as long as it is objective.
Too much denigration of physical reality by many scholars has created a wrong impression about projection of self.
Only time where he tried to establish himself was the Chandala episode and he himself finally gave up the feeling of bodily identification and composed Manisha Panchakam.