There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.

I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One choice? I gave you Coke, Pepsi, Ginger Ale, Sprite. They saw that as one choice. Now why was that one choice? Because they felt, well, it was just all soda.

Well certainly not having any choice - having your entire life dictated by others.

In reality, many choices are between things that are not that much different. The value of choice depends on our ability to perceive differences between the options.

It's always a thrilling experience to go into a place that offers you a lot of choice. You know it's like it reminds you of when you're a kid and you go to the amusement park and whether it be Disneyworld or Six Flags you know that thrilling moment when you first enter and you know you've got all these possibilities for the day and it's really a... it's a wonderful feeling.

So it was constantly going back and forth between these two cultures that kept raising the question, well, how important is personal freedom? And I think that has always been of interest to me.

In order to 'hold fast' to something, one must allow oneself to be held to something. That commitment may be one of the hardest things to practice in a world of so much choice.