We are familiar with the concept that a person has no real choice, and we generally regard this in relation to our commercial choices. That is, what we choose to buy is generally a decision based on a selection of limited choice. This has also been referred to as ‘curated needs.’ What we think or believe we want, or need, is conditioned into us – or ‘curated’ – so that we are merely responding to managed external stimuli to acquire certain goods. Whilst this is valid, and is indeed an operative modality, it remains within the material realm.