"If group involvement or the ordering of choices changes the process of making a particular decision, and in turn the result -- whether because it tweaked our notions of risk or because it helped elevate social goals above individual goals and led to better choices for the global commons, -- that isn't necessarily a distortion of our true preference. We tend to always wonder, what's that person's true preference? What do they really want? I think that's the wrong question because we want it all. People have multiple goals."

___________________________- Jon Gertner, NYTimes Mag. 4/19/09