By our choices, consumer, spiritual, political, shall you know us. It is the way we find, fashion, express and constantly tune selfhood. A good deal of our ideology of selfhood is tied up in the possession of preference and the exercise of choice. (See Virginia Postrel’s excellent Substance of Style for more on this theme.)

Unlike most American social scientists, I actually believe respondents when they say these choices are meaningful and constructive of who they are. Most intellectuals are way too skeptical to fall for that one. You see, they have identity claims of their own to think about. And believing the respondent on this one has the potential of making you look like a fool. Better that you protect yourself from ridicule than make contact with the culture in which you are supposed to be expert. (Bitter, oh, a little.)

Being a culture of choice has its consequences. This is one of the reasons a single brand can generate so many SKUs (Stock Keeping Units). It’s why in some restaurants people are expected to order off the menu…the better to show their individuality. Even the exquisite choices of a large menu would be confining in a world where selfhood really flourishes (aka California). Yes, it can look a little silly, and especially when it comes to tormenting Bobbie it can look a little cruel, but it is the way we do things. It our thing. Cosa Nostra.