The truest act of Love is a perfectly righteous God leaving a perfect heaven, coming down in human form to a broken and sinful world, knowing all along He would die on a cross by the hands of those He loved, so that He could save them. This is love, Off the chart, immeasurable, God size love.
When Christ calls us to Deny Ourselves, He isn't calling us to sell all of our possessions, live on the streets, beg for money, and starve. It is a call to be like Christ. To submit to the will of the Father for our lives, for the benefit of others, and to the glory of God.