Real options don't just fall out of the sky. We must actively seek them. Seeking the information to guide us in making decisions is necessary to make us capable of such decisions. The more open minded we are the more possibilities present themselves. We have been trained for so long that “beef is whats for dinner” we have closed our minds off to several other options. Sure we still eat pork, chicken, and fish (in spite of the cattle industry). But few are the acceptable options beyond that. Because of the limited nature of economically feasible production animals, and the success of big business in refining our choices down to the ones they offer...
