"Since 1962, the speed with which new models of consumer goods proliferate has accelerated dramatically."
I couldn't agree more. I know that having grown up under the regime of conspicuous consumption, it's really hard to see that choice does not equal freedom, but it's really true. Michael cites a number of excellent, practical reasons why "choice" is treacherous. But consider too the radioactive fallout of this notion: choice=freedom. Consider how it shapes our understanding of life as a form of shopping. Consider how much human labor, time, energy, emotion is wasted in making these so called choices. Consider that our needs are very simple, and are much more satisfyingly answered by good relationships than by choosing among and relating to objects. Consider the cost to the earth.
(Interesting too, that while choice presents itself as contributing to quality, in fact, it detracts from it in that the more choices there are the less likely it is that there is a recognized standard from which to measure quality.)
The brain likes choice because what the brain does best is to compare and to judge, to dwell on the more and the better. So when this activity is offered to it, it delights in it, it affirms itself in it. It is strengthened by it. The "I" is in fact defined and triangulated by these unending choices, by means of which it defines itself against others, making "inferior" choices. But it's a sorry "I" indeed. A vain and stupid and empty "I".
The heart never chooses, which is why it's freer than the brain.
Joanna