Lord Ba'al
Well Known GateFan
Is it worth it to ascend? It says you lose all your cookies and start over from scratch but you have prestige. What's the deal?
I think this will explain it best.
http://cookieclicker.wikia.com/wiki/Heavenly_Chips
Basically by resetting in that way (only after having achieved a certain amount of cookies) would create benefits for you during the next round. You should soon be able to hit your previous amount of CPS (that's cookies per second, not Consumer Protection Services) after a reset.