Choice stops us, requiring we make a decision in order to move on. Choice means selecting one option while letting all the others go. Imagine having to choose your college major before taking a single course? Each option passed over is an opportunity cost – both real and imagined. The more choices we make (or are forced to make) the more we believe our expectations will be met. But in actual experience, our pursuit of choice has the effect of making us less engaged, more obsessive, less free, and more controlled. And forced choice is no choice at all, whether it’s a hostage being forced to choose which of her children can survive, or a social network user being forced to tell the world whether she is married or single.