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Choice is an integral part of life - linking with desire, identity, power, and rationality. It also comes with burdens, sometimes becoming too much of a good thing for both consumers and marketers. The dynamism of market economies has worked so well that consumers must choose among a relentlessly expanding number of options. In contrast, the political marketplace offers a relatively limited range of options, and citizens may or may not obtain outcomes that accord with their preferences. Nevertheless, choice is essential to representative democracies. This chapter is excerpted from ‘Greater Good: How Good Marketing Makes for Better Democracy'.