'Happiness is in your choices'

I've been reading Colossians Remixed, a book that attempts to interpret Paul's letter to the church of Colossae in it's original context, and in the context of postmodernity and the global economy.
Early on in the book the authors write about how postmodernity and globalisation work together despite seeming incompatible, because both see people primarily as 'units of consumption for whom choice is the defining characteristic.' (p32)
I came across this advertisment the other day, and I think it demonstrates this idea quite well: