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.

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.

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.

Most of the time you should use reason, there is no doubt about that because gut often makes us susceptible to lots of different biases, particularly if what you're deciding is something that you really, that expertise can be brought to bear on it, there is a way in which you can align the odds, so then you should really use reason.

The expansion of choice has become an explosion of choice.

I do think that there are cultural differences in the extent to which we value having more and more choice.

What is freedom? Freedom is the right to choose: the right to create for oneself the alternatives of choice. Without the possibility of choice a man is not a man but a member, an instrument, a thing. —Archibald MacLeish