We make choices and are in turn made by them.

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.

I mean can you walk to school on your own? Can you study science? Can you study math? Can you go to a normal school? Do you need to go to a special school? What is going to become of you when you grow up? Are you going to have to live on social security and SSI?

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.

So gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even a few minutes from now. It just tells me how I'm feeling right now.

We're born with the desire, but we don't really know how to choose. We don't know what our taste is, and we don't know what we are seeing.

We began to look at "Why is that?" And a large part of that has to do with the fact that when people have a lot of options to choose from they don't know how to tell them apart. They don't know how to keep track of them.