Our culture has been designed to flood people with a constant barrage of false choices: call this person or that person; post to Facebook or Twitter; buy this brand of toothpaste or that brand of toothpaste; watch this sit-com or that sit-com; vote for this party or that party; and so forth, ad nauseum. This is to prevent people from making true choices.
There is a pattern which underlies both our lives and the Universe. It is sometimes called the Tao. There is no fate, no destiny, but there is a golden path – the Tao – in which we become passive in our own nature and life becomes effortless as we recognize intuitively how to manifest our truest selves. On the other hand, it is always possible to willingly step off the Tao and invite trouble into our lives. We do this because there’s no such thing as a problem without a gift for us in its hands and we want those gifts. In this case, we can make a existential choice in which we knowingly and freely trade pain for wisdom, building the force of our Will to Power.
Regardless of whether one chooses the path of the Tao or the path of the Ubermensch, it requires true choice. Since people capable of manifesting either Tao or Will are dangerous to the Powers that Be, our society is filled with a constant and never-ending flood of distractions.