Choice is one of the most invoked values of liberal and consumer society, and also one of the most distorted and misunderstood. It is, after all, a central premise of liberalism that individuals shall have the freedom to become whatever they choose to become. The act of choice is by this token the vindicating moment of the doctrine. To choose is to be autonomous and inasmuch as choosing a government is the defining procedure of democracy (tyrants or incompetents can be dismissed in an election), the vote is the emblem of political choice. The doctrine of rights further corroborates the importance of choice, since to insist on one's rights is to endorse oneself as an individual who is not to be violated by others ...