“The more choices we make, (or are forced to make) the more we believe our expectations will be met. But in actual experience, out pursuit of choice has the effect of making us less engaged, more obsessive, less free, and more controlled” (Rushkoff).

I feel like there are so many choices that we wish to choose, so we end up just making a decisions without really understanding what each choice is really all about. “A forced choice is no choice at all” (Rushkoff). As a consumer, I feel like a guinea pig in the digital world. I really don’t know nearly enough about technology, and all I really know is what the creators want me to know. For example, commercials for The Macbook air seemed so sleek and practical that it really made me want to buy it. I remember The Macbook air came out around the same time I was graduating from high school so I was looking to buy a new laptop. I really wanted it as my main computer because it seemed like the perfect laptop. Little did I know or the commercial fail to illustrate that it is so thin, there wasn’t even an internal hard drive and it’s really only ideal for traveling. If I wouldn’t have known anything other than what I saw on the commercial and what advertisements influenced me to think, I would have bought the laptop.
“We must come to recognize the increased number of choices in our lives as largely side effect of the digital; we always have the choice of making no choice at all (Rushkoff). We live in a digitalized world, full of unlimited amounts of technology that becomes newer by the day. I just received an iPad 2 for Christmas, and they are already coming out with a new one fairly soon. The creators of these products act like it in their best interest to create new and innovative devices to make our lives easier, but at the same time they’re more worried about the money. We really are influenced to make choices where it comes to the point they really aren’t choices at all.

https://ecampus.wvu.edu/webct/urw/tp0.lc5116001/cobaltMainFrame.dowebct