They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

What's interesting is that the way we go about finding our marriage partners today is quite different from the way it used to be in this culture.

You know, whether it be humans or animals. So even humans - before we can speak or we can understand a baby's cognition - they're already showing us signs that they want choice.

You know, like, none of us would choose - no matter where we are in the world - would choose to you know become a member of Orwell's "Nineteen Eighty-Four" world, but how much choice is really the question.

Balancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.

I think that too ended up affecting a lot of the different research questions that I later asked was really was about well to what extent... How do we balance choice as possibility and choice as limitations?

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.