The power of giving people a choice, or rather the illusion of one, for they are playing cards you have dealt them. Words like freedom, options and choice evoke a power of possibility far beyond the reality of the benefits they entail. When examined closely, the choices we have - in the marketplace, in elections, in our job - tend to have noticeable limitations: They are often a matter of a choice simply between A and B, with the rest of the alphabet out of the picture.
Yet as long as the faintest mirage of choice flickers on, we rarely focus on the missing options. We choose to beleive that the game is fair, and that we have freedom. We prefer not to think too much about the depth of our liberty to choose.