In 1993, at the end of my first year in a PhD program I started to ask the question. We so far have thought of choice as something universally understood because it's an eight. But what if we were to think of choice as a social construct? And that was really the beginning of my work on choice. The best choice I ever made in my life was the choice to study choice. It would never be done. No matter how long he studied it, it would keep giving.