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.

Now to what...? How we teach people to make choices and the things they're going to make choices over - that is culturally learned.

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

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 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.

We also don't always know what we want. And in those cases it can actually make us worse off because it's actually easier to figure out what you want and to figure out how the options differ if you have about a handful of them than if you have a hundred of them.

My child's first word was "more," but and it's all about, "I want." "I'm going to tell you what I want and what I don't want." It's about my desire to express my preferences. And that is really innate.