I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.

Then, the other thing that affected my interest in choices growing up was the fact that I was going blind and that meant that there were lots of questions that constantly kept arising about how much choices I actually could have.

I've done a number of studies with speed dating and Match.com and what's interesting is that you know we still walk into a speed dating event, you know, thinking about what it is we're looking for in a mate and so you ask people, like women will say "I'm looking for somebody who is really kind and sincere and smart and funny."

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.

I mean we might even go to war as to whether we love Coke or Pepsi and our whole identity is wrapped up in that choice. You know, for the Russians they felt that these minor differences between these various sodas was just hyped up and irrelevant.

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

When companies try to guess what consumers want, they essentially make the choice for consumers.