American capitalism markets the United States as a paradise of free choice. Every product comes in dozens of flavors, sizes, models, and brands. This variety, according to advertisers, allows us to express our unique selves. Assuming that you have the credit, you can drive a Jaguar XK convertible in “vapour gray” with a “caramel” interior, wear Asolo Fugitive GTX Hiking Boots, or paint your living room Martha Stewart “Aegean blue.” Because we cannot purchase anything without making choices, this constant choosing of what to buy supports the illusion that we also choose everything else in our lives. This myth of choice lets society—especially the people who really do have choices—off the hook by implying that Americans who are not economically successful or who work in bad jobs made bad choices.