The field of personal decision widens through pursuits of laudable freedoms of thought, speech, and action and the increasing reliance on reason and science for insight. Although still beset by superstitions, taboos, and myths, contemporary societies nevertheless are incomparably less so than their tribal, or even recent predecessors. Instead of following the rules set by chiefs, kings, and mystics, the present-day citizen is expected to approach very many choices autonomously and responsibly. Nowhere is this easier to observe than in democracies, where calls and procedures to decide who governs are inscribed in the foundations of law. The wider the field of personal choice, the more and the more varied are the decisions that the citizen is asked to make. Constrained by time, attention, and the regularities of economics, the citizen will seek advice and be confronted to the difficult question of how to respond to it, of whether to accept it.