The freedom of choice. Different people infer different things from this conundrum, but what all of them have in common is the option of choosing. As a matter of fact, the saying “the more freedom you have, the more choices you have” is so deeply embedded in society that it would not occur to anyone to question it. Well, luckily, it did, as a result of which the paradox of choice was discovered, changing the game in key spheres of human endeavour.