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.

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.

About the only question that we would say and this is a big one in our lives that we would say you don't just use pure reason to decide the answer to is anything that affects your happiness, because then gut and reason answer very different questions. So gut tells you "How do I feel about this right now?"

Choosing is a creative process, one through which we construct our environment, our lives, ourselves.

A clear right answer and the opportunity to change the options? This is the chooser’s dream.

What we share with animals is a desire for choice. It's a desire to have control over our life and a desire to live and use choice as a way in which we can facilitate our ability to live and that is something we really were born with.

So most of the time when we are confronted by more, rather than a few, choices we're often novices and so we don't really know how to differentiate these various options.