I am wondering if I'm just not smart enough to understand, but I've managed to slog through GEB and in the end the proof seems contrived, it stands on self reference.
Some comments elsewhere in this topic mention that you can use the halting problem to arrive at the same essential conclusion in a more understandable way (and certainly one less fraught with small technicalities to work through), but (again, IMO) there's a certain mischievous magic to the way the Gödel sentence gets constructed that makes it very fun to work through for the first time.